Kohl’s Buzz score leads in the clothing sector. The brand gained attention for its spring marketing drive featuring Olympic champions Mia Hamm (soccer), Lindsey Vonn (skiing) and Dara Torres (swimming) - an effort that likened Olympic glory to the triumph of getting a good deal. Second place J.C. Penney generated Buzz this year for adopting Ellen Degeneres as a spokeswoman, which raised positive awareness despite opposition from conservative groups.
No significant improvement in Buzz score took place in the clothing sector. Upmarket brands Abercrombie & Fitch and Nine West secured joint first with a 1.8 increase in Buzz score.
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 June 2012. The Buzz Improvers chart ranks the brands with the highest increase in Buzz between Jan-June 2012 and the same period in 2011. 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.