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2020 Women's Rankings: US

Top Impression Rankings
Rank Brand 2020 Score
1 Dawn 60.6
2 M&M's 59.7
3 Hershey's 58.9
4 Band-Aid 58.7
5 Mayo Clinic 56.6
6 Dove - Skincare 56.2
7 Amazon.com 55.9
8 Clorox 55.2
9 Netflix 54.0
10 Pillsbury 53.7
Top Impression Improvers
Rank Brand 2020 2019 Change in Score
1 Levi's 48.9 41.4 7.5
2 United 16.3 9.2 7.0
3 Wrangler 32.4 26.0 6.3
4 National Football League (NFL) 13.5 7.7 5.8
5 Ring (Video Doorbell) 19.9 14.3 5.6
6 One-A-Day 32.1 26.5 5.6
7 North Face 33.8 28.3 5.5
8 Columbia 29.8 24.6 5.3
9 Nature Made 31.7 26.5 5.2
10 Alka-Seltzer 34.6 29.6 5.0
Methodology: 

The 1,780 brands in YouGov BrandIndex were ranked using the Impression score, which asks respondents, “Overall, of which of the following brands do you have a Positive/Negative impression?” Scores are net scores, calculated by subtracting the percentage of negative responses from the percentage of positive responses for each brand.

The Women’s Rankings chart shows the brands with the highest average Impression scores between February 1, 2019 and January 31, 2020. The Impression Improvers chart ranks the brands with the highest increase in Impression comparing the scores in the most recent period with the period ending 12 months prior (February 1, 2018 – January 31, 2019). All scores in the Women’s Rankings are filtered to include a representative sample of women only.

All Impression scores listed have been rounded to a single decimal place, however, we have used additional precision to assign ranks.

All brands must be tracked for at least 6 months to be included in the rankings, and must have been tracked for at least 6 months in the prior year’s period (as well as being currently tracked) to appear in the movers tables.

2019 Top Brand Buzz Rankings

2020 Women’s Rankings

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