If you’re stuck on a Father’s Day gift for this Sunday, you can’t go wrong with M&M’s.
Because right now, M&M’s is the best perceived brand with fathers across the United States.
As a matter of fact, food is a dominant theme in the 2012 ranking of the 10 best perceived brands for fathers: Subway (#2), Snickers (#3), Planters (#5), and Cheerios (#6).
Two electronics brands make the list – Sony (#4) and Bose (#8) – while Amazon.com places at #7 and do-it-yourselfers will be pleased with Lowe’s at #10.
Restaurant chain Hooters tops the list of the 10 brands which have gained the most in perception with fathers since one year ago, followed by three alcoholic beverages – Grey Goose, Corona, and Absolut. Two clothing brands gained traction – Old Navy and Reebok – while Nestea, Rolaids, MINI and ConocoPhillips round out the gainers list.
All 1,100+ brands in the YouGov BrandIndex brand universe were measured with the company’s buzz score, which asks respondents “If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?” All results were filtered for respondents who were fathers.
YouGov BrandIndex's 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.