In the summer marketing battle for consumer hearts and wallets, the five that gained the most this past June through August were McDonald’s, Uber, Comcast/Xfinity, United, and Amazon.
McDonald’s gained the most consumer perception this summer vs. last summer: The chain implemented all-day breakfast one year ago, as well as healthier choices and more local ingredients.
Two of the hottest online start-ups – Uber and Snapchat – as well as the growing Chick-Fil-A chain strengthened their perception positions this past summer as well.
Other brands that improved their consumer perception were rebounding from prior controversies. Comcast, once the poster child for cable industry customer service problems, instituted new policies and has slowly worked its way back up. United was widely criticized for its merger with Continental Airlines. Abercrombie & Fitch fired its CEO after he made numerous controversial comments.
YouGov BrandIndex measured brands with its 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?”