2013 - Global Mid-Year Review

2013 - Mid Year Rankings: US Mass Market Investment

USAA tops the investment Buzz rankings with a Buzz score of 10.6. The Texas-based financial services group started the year with its “Mine Was Earned” commercials, which played on the brand’s history as a specialist provider of services to military professionals and veterans.

Shortly behind USAA was E*TRADE, the 2012 Buzz leader, which improved by 0.6 points from January to reach 7.8 in July. The straight-talking E*TRADE investor baby remains part of the firm’s campaigns, although there is speculation that a marketing shakeup this July might lead to a change in its advertising direction.

Top Buzz Rankings: Mass Market Investment
Top Buzz Rankings: Mass Market Investment
Top Buzz Improvers: Mass Market Investment
Top Buzz Improvers: Mass Market Investment

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 2013. The Buzz Improvers chart ranks the brands with the highest increase in Buzz between January to June 2013 and January to June 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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