Biggest Brand Movers in the US — August 2022

Biggest Brand Movers is a monthly analysis that highlights the ten brands that have registered the most statistically significant month-on-month upticks in key consumer perception metrics—ranging from aided brand awareness and corporate reputation to purchase consideration and customer satisfaction.

The data is taken from YouGov BrandIndex, a syndicated brand tracker which continuously collects data on thousands of brands around the globe every day.

Sony Entertainment is the Biggest Brand Mover in the US for August, showing improvements in ten of 13 areas of brand health. The improvements come after a string of popular TV and movie releases including Spider-Man: No Way Home, The Boys, Better Call Saul and Bullet Train.

Ice cream purveyor Dairy Queen registered lifts in seven key brand metrics, including Ad Awareness, which coincide with the release of its new Drumstick Blizzards ad spot in July. Dairy Queen also raised money for Children’s Miracle Network Hospitals last month and improved upon its Impression score amid the charity campaign.

German sports company Puma also saw upticks in seven key metrics including Ad Awareness, Reputation, and Satisfaction amid being named the most sustainable brand in the fashion industry by Business of Fashion. The company announced that it has reduced its carbon emissions between 2017 and 2021 from both its operations and supply chain while showing strong sales growth in the same period.

PayPal improved in six of 13 brand metrics amid some major developments for the company. The digital finance pioneer received a boost in valuation following Elliot Management’s $2 billion stake in the company along with naming its new CFO in ex-Electronic Arts executive Blake Jorgensen. PayPal also recently announced that cryptocurrency users can now move funds off its platform to other wallets and exchanges, making it more competitive with other crypto services.

For the third time in history, Mega Millions’ jackpot surpassed $1 billion in prize money in the lead up to August and the lottery brand registered lifts in key media metrics such as Ad Awareness, Word of Mouth Exposure and Buzz during this period.

Finally, four consumer packaged goods brands round out this month’s list of Biggest Brand Movers: Cottonelle, Aquafina, Simply Orange and Pringles.


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Methodology

Data for the Biggest Brand Movers compares statistically significant score increases across all BrandIndex metrics between the current and the previous month. 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