Retail: Specialty - 2011 US Buzz Rankings
Amazon has the top Buzz score for 2011, aided by an increased focus on online shopping over the holiday season. Amazon’s launch of Kindle Fire, the introduction of a $79 Kindle, and increased marketing spend also helped the brand generate the largest Buzz improvement within the sector. Amazon’s Buzz increase is more than double the score improvement of any other brands in the sector.
Three of the top five Specialty Retailers are hardware stores, with Lowe’s reaching number two and Home Depot and Ace Hardware scoring fourth and fifth respectively.
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.
