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Dove best perceived brand by moms

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Wed, 07/05/2014 - 12:08
Ted Marzilli

Likely propelled by its highly-viral “Real Beauty” campaign, Dove debuted in the number one spot for this year’s 10 best perceived brand by mothers.

Also debuting on the top 10 chart is Nike, while Pillsbury and Discovery Channel have fallen off.
Last year’s number one brand, Craftsman, moved down to number 7.

YouGov BrandIndex’s top 10 ranking of the best perceived brands by mothers runs across several industry categories, including two do-it-yourself tool brands. In order: Dove, Johnson & Johnson, M&Ms, Nike, Amazon, Google, Craftsman, Black & Decker, Cheerios and Samsung.

Brands which have shown the greatest gains in perception by mothers over the past year include Samsung and its various Galaxy lines, Facebook, Victoria’s Secret and Google+.

YouGov BrandIndex filtered their entire 1,250+ brand universe for respondents who identified themselves as women over the age of 18 with children under 18 years old. The firm then ranked them using their flagship Index score, which measures brand health by averaging sub-scores on quality, satisfaction, impression, value, reputation and willingness to recommend. The scores reflect surveying over the past 30 days.

Index Scores: Mothers
Index Scores: Mothers
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