For the second year in a row, Google and Fox News Channel were the favorite brands of Democrats and Republicans respectively, while History Channel was tops among Independents.
Amazon has moved up to the number 2 spot on the Democrats list, up from number 10 on last year’s list, from 9th to 5th place with Independents, and does not appear on the Republicans’ top 10 chart at all.
Republicans, Democrats and Independents all rate their top 10 brands somewhat lower this year than last.
The drop in brand scores was more pronounced among Republicans and Independents, when looking at the top 10 rated brands leading up to Election Day 2011 compared to the same period in 2010.
Here are the topline highlights of this year’s rankings:
* Brands which are solely on the Democrat top 10 ranking include Google, Amazon, Sony, PBS and Levi’s. Republicans have Fox News Channel, FOX, Craftsman, Lowe’s, and M&M’s on their top 10 only.
* All three "parties" share five favorite brands: The Discovery Channel, Johnson & Johnson, Cheerios, History Channel and Clorox.
* New to the charts: PBS, Levi’s and Clorox have reached the top 10 brands most preferred by Democrats, while M&M’s and Clorox now appear in the GOP’s top brands. This past spring, YouGov BrandIndex stopped tracking logistical brands such as UPS and FedEx, both of which made last year’s top 10 lists, thus their absence on this year’s charts.
* Perhaps demonstrating Independents’ balanced views, the top 10 preferred brands among them is a mix of Democrat and Republican choices. They also have one new brand on this year’s ranking to call their own: John Deere.
All 1,100+ major U.S. brands in the YouGov BrandIndex tracking universe were measured with the company’s Index score, their flagship indicator of brand health. The Index score is an average of YouGov BrandIndex’s sub-scores measuring Quality, Value, Satisfaction, General Impression, Reputation, and Willingness To Recommend.
YouGov BrandIndex measurement scores range from 100 to -100 and are compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.