Global Rankings 2013

2013 - Annual Rankings: US Top Buzz Improvers

1) American Airlines (change in score +11.4)

As American Airlines predicts profits for 2014 will soar to record highs, the air carrier has had a successful year in terms of profits and perception. American Airlines posted its best ever quarterly profit in the first quarter of 2013, aided by falling jet fuel prices, rising demand and cost-cutting. In December the merger between American Airlines and US Air became official, and this week the carrier took steps to merge customer loyalty programs for both carriers.

2) Goldman Sachs (change in score +10.5)

2013 was a period of moderate housing market and retail pickup in the US, which could be behind the improvement of Goldman Sachs perception, which saw a Buzz improvement of 10.5 points on last year.

Goldman Sachs was named "Bank of the Year" for 2013 by International Financing Review (IFR) , which praised the U.S. investment bank's ability to build market share in the face of a tough economic and regulatory landscape. IFR said the bank's continued focus on clients had delivered "truly impressive" market-share gains in advisory and financing. Goldman was also named in the top-100 of the 2013 Fortune Best Companies to Work for.

3) Bank of America (change in score +9.1)

Improving economic outlook could also be behind Bank of America’s perception soar, which has launched a number of TV spots this year, including ‘Portraits’ showing a family posing for photos through the ages, and online commercials giving financial advice.

4) J.P. Morgan (change in score +5.7)

Despite being the biggest bank by assets in the US, JP Morgan has gone for a personal touch in its advertising – launching the commercial ‘Who We Are’ in June 2013 to tell the story of how its employees help customers and communities.

5) Morgan Stanley (change in score +5.3)

Morgan Stanley makes it into the top five of the 2013 US Buzz Improvers chart, which is dominated by financial services companies. At a Buzz score of -3.1, Morgan Stanley remains in negative perception, but scores above JP Morgan, Goldman Sachs and Bank of America.

6) Galaxy (change in score +5.3)

Galaxy became the fastest-selling Android phone earlier in the year, as 10m units of the Galaxy S4 were sold globally by May 2013. Samsung’s new flagship phone, the Galaxy S4, pushed the company’s sales above Apple in June 2013. Galaxy perception has been pushing upwards since early 2012, and along with its smartphone offering, recently released an Android and Windows 8-compatible tablet. Tech releases for this year included the Samsung Galaxy Win Pro tablet made available in December and November’s release of the Samsung Galaxy Grand 2 smartphone.

7) Starbucks DoubleShot Energy+Coffee (change in score +5.1)

Starbucks’ high-caffeine drink boasts a “bold Starbucks flavor” in several different varieties: Mocha, Vanilla, Vanilla Light and White Chocolate. Energy drinks have seen a bounce back in perception scores this year, after reports in 2012 linking 13 deaths with the energy brand 5-Hour Energy affected the entire sector. With 146mg of caffeine in each drink, Starbucks has gained by 5.1 points this year amid the energy drinks perception boost.

8) Citibank (change in score +5.0)

Citibank has seen a 5-point rise amid its continued drive to cut expenses and leave the effects of the 2008 financial crisis behind. Citibank launched a series of online videos, including ‘The Progress of Makers’ featuring a community redeveloper talking about how Citi helps to rebuild communities. Citi also advertised a ‘Streetline’ project to help drivers find parking spots, a start-up financed by the bank. Spots including ‘Katy Perry tickets’ and ‘Bright Lights.’

9) MTV (change in score +4.8)

MTV showings have had their fair share of media attention this year, with highlights such as Miley Cyrus and Robin Thicke performing at the MTV Music Awards and series including Teen Wolf, Teen Mom 2 and Real World: Ex-plosion. The network has also ramped up its digital offering, with a series of online-only music videos and a celebrity and entertainment news section.

10) Starbucks DoubleShot (change in score +4.5)

Shortly behind Starbucks’ Energy+Coffee variation is the DoubleShot brand, which offers the Espresso+Cream and Espresso+Cream light flavours, and is riding a trend of improving perception for high caffeine drinks brands.

Top US Buzz Improvers
Top US Buzz Improvers

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 2013. The Buzz Improvers chart ranks the brands with the highest increase in Buzz between Jan-Dec 2013 and the same period in 2012. 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.

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