2014 - Mid Year Global Ranking

2014 - Mid-Year Rankings: US Mass Market Investment

USAA keeps leadership position with a top score of 10.5. USAA’s “Generation to Generation” ads encourage continuity of coverage for generations of USAA members.

E*Trade comes in at number two after killing off their talking tot. The barfing baby was supplanted by the new Type E* campaign. The first of the series featured Kevin Spacey as a Type E* talent scout – seeking out sophisticated, savvy, self-directed investors – who presumably have slightly better control of themselves.

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

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 2014. The Buzz Improvers chart ranks the brands with the highest increase in Buzz between January to June 2014 and January to June 2013. 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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