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CPG brands top the reputation list

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Thu, 22/08/2013 - 14:43
Ted Marzilli
CPG products

CPG brands, consumer electronics and wireless/mobile technology are the three industries which U.S. adults 18 and over would be proudest to work for.

The other industries with the best reputations in the top 10 ranking are, in order: car makers, tools and hardware, appliances, hotels, over-the-counter pharmaceuticals, snacks and apparel and shoes.

However, when the numbers are broken down by age demographics, different industry variations emerge:

• 18 – 34 millennials are in agreement with others age demographics for two of the top three industries with the best reputations – consumer electronics and wireless/mobile technology. CPG brands came in at number four. Television networks, Internet companies and the beverages (spirits) categories appear only in the millennial top 10. Not in the millennial top 10 list compared to all adults 18+ are: tools and hardware, hotels and apparel and footwear.

• The 35 – 49 demographic top ten includes the same categories as the ranking for all adults but with consumer electronics in the top spot. Snacks and OTC drugs rank higher on their list than for all adults 18+.

• Boomers also aligned closely with the adults 18+ ranking. It was the Boomers who catapulted CPG brands to the top of the main rankings by registering the highest Reputation score for a category: 30.5 for CPG brands

In its first industry reputation ranking, YouGov BrandIndex assembled over one thousand of the biggest consumer brands in America, sorted them into 36 categories and averaged their daily Reputation scores for the past six months into final scores. The question asked to respondents to determine Reputation score is: "Would you be proud or embarrassed to work for this brand?"
A score can range from 100 to -100 and is compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.

Reputation Scores: Industry categories ytd 2013
Reputation Scores: Industry categories ytd 2013
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