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Father's Day: Craftsman tops the list again

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Mon, 09/06/2014 - 22:27
Ted Marzilli
Father's Day

While Craftsman holds on to the #1 spot for this year’s 20 best perceived brand by fathers, eight new brands have joined the list since last year.

The highest ranking debut on the chart is Clorox, in the number six position, followed by Ritz crackers, V8 juice, LG electronics, M&M’s, DeWalt tools, John Deere equipment and Best Buy.

Moving off the top 20 rankings this year are Cheerios, Dawn, Welch’s, Quaker, Whirlpool, Doritos, Tide and Crest.

Overall, this year’s top 20 is notable an even greater affection for equipment and tool brands, the growing numbers this year for LG, and the persistence of a good old brick and mortar brand, Best Buy.
Brands which have shown the greatest gains in perception by fathers over the past month include ones which have had their troubles in the past but seem to have rebounded: domestic beer brands Budweiser, Bud Light, Heineken and Michelob; consumer banks Bank Of America and Capital One,
and the leader of the much-maligned energy drink category, 5-Hour Energy. Spirit brands Smirnoff, Bacardi and Jack Daniels were also among the greatest improvers.

YouGov BrandIndex filtered their entire 1,100+ brand universe for respondents who identified themselves as men age 18 and over 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: Fathers of children under 18
Index: Father's of children under 18
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