Biggest Brand Movers in the US (March 2022)

Data from YouGov BrandIndex reveals that American ice cream brand Breyers is the US’s leading brand mover among consumers between January and February 2022.

YouGov’s Biggest Brand Movers is a monthly feature highlighting the brands that show significant month-over-month growth across 13 brand health metrics. Breyers' exceptional performance comes after the introduction of several frozen treats including Breyers M&M’s MINIS Caramel Fudge, Very Berry Clobber and Banana Split. The Unilever brand also expanded its carb- and calorie-conscious CarbSmart line with two new flavors, Brownie a la Mode and Mint Fudge Cookie

Two other consumer goods brands make significant improvements in our analysis, including cereal brand Fiber One and dog food manufacturer Pedigree. Both CPG brands register lifts in seven of 13 BrandIndex metrics. Fiber One’s success over the last month comes following a partnership with diet brand WW (which led all other brands in Ad Awareness growth back in January) in order to help consumers reach their New Year’s fitness and health goals.


Tech giant Microsoft also makes significant gains in seven of 13 metrics, with most coming across brand health measures such as Impression, Reputation, Satisfaction Recommend and Quality. In a recent groundbreaking move, the consumer electronics brand announced plans to acquire Activision Blizzard, a leader in game development and publishing.

Booking.com shows significant gains in general Awareness and Ad Awareness after its Super Bowl ad spot starring Idris Elba. The travel agency’s ad garnered a 16% week-over-week increase in Ad Awareness for Booking.com. The travel agency was also named to our recent Travel Brand Rankings 2022 and ranked tenth on the list of top ten travel brands in the US.

Also piggybacking off its Super Bowl advertising is E*Trade, which makes improvements across Ad Awareness, Impression, Reputation and three other brand health metrics. In the ad, the online trading platform plays upon consumer nostalgia by bringing back the talking baby that starred in the brand’s successful marketing campaign more than a decade ago.

Wireless company Sprint will retire its 4G LTE network in June 2022 following a merger with T-Mobile two years ago. The move will help free up resources and spectrum to strengthen T-Mobile’s own 4G and 5G network but in the run-up to the transition effort, Sprint improved in seven out of 13 BrandIndex metrics.

Jared Jewelers also registers improvements in six metrics following one of its important tentpole holidays for the year—Valentine’s Day. Financial company Experian and food chain Godfather’s Pizza round out the list of YouGov’s Biggest Brand Movers this month.

Discover how the nation feels about your brand. Sign up for a free brand health check

Methodology

Data for the Biggest Brand Movers in March compared statistically significant score increases across all BrandIndex metrics between January 2022 and February 2022. Brands are ranked based on the number of metrics that saw a statistically significant increase from month to month. Metrics considered are:

Media & communication metrics:

• Aided Awareness – Whether or not a consumer has ever heard of a brand
• Ad Awareness – Whether a consumer has seen or heard an advertisement for a brand in the past two weeks
• Word of Mouth Exposure – Whether a consumer has talked about a brand with family or friends in the past two weeks
• Buzz – Whether a consumer has heard anything positive or negative about a brand in the past two weeks (net score)

Brand perception metrics

• Impression – Whether a consumer has a positive or negative impression of a brand
• Value – Whether a consumer considers a brand to represent good or poor value for money
• Reputation – Whether a consumer would be proud or embarrassed to work for a particular brand
• Satisfaction – Whether a consumer is currently a satisfied or dissatisfied customer of a particular brand
• Recommend – Whether a consumer would recommend a brand to a friend or colleague or not
• Quality – Whether a consumer considers a brand to represent good or poor quality

Purchase funnel metrics

• Consideration – If a consumer would consider a brand or not the next time they are in the market for a purchase
• Purchase Intent – Whether a consumer would be most likely or unlikely to purchase a specific product
• Current Customer – Whether a consumer has recently purchased/owns a given product or not