Retail: Discount - 2011 US Buzz Rankings
Four of the top five Discount retailers are big box chains, with Target generating the highest Buzz levels in 2011. Target and Kohl’s, at number one and number two in the sector, score well above the other brands in the top five, and lead fifth placed Wal-Mart by over 10 points.
99 Cents Only and Dollar General are the only Discount Retailers to generate statistically significant Buzz improvements in 2011.
These brands were rated using YouGov BrandIndex’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?"
The Buzz Rankings chart shows the brands with the highest average Buzz scores between January and December 2011. The Buzz Improvers chart ranks the brands with the highest increase in Buzz between Jan-Dec 2011 and the same period in 2010. Both scores are representative of the general population.
All Buzz scores listed have been rounded to a single decimal place, however, we have used additional precision to assign ranks.
