November 23rd, 2022, Hoang Nguyen
Every month, YouGov highlights the brands registering notable upticks in brand health and advertising performance.
Propel leads the list for November’s edition of Biggest Brand Movers in the US, with lifts in 9 out of 13 metrics tracked in our analysis. The Pepsi-Co brand showed significant improvements in areas such as Awareness, Buzz and Consideration coinciding with a recent partnership with Mindy Kaling promoting the joy of working out. The campaign included a multi-city fitness tour lasting through summer and a TikTok challenge where exercisers share their experiences to win cash prizes.
Ritz, the runner-up on this month’s ranking, also made its rounds on TikTok after the brand revealed the true purpose of its scalloped edges. This drummed up plenty of conversation around the company and the cracker brand saw a boost in Word-of-Mouth Exposure and Consideration following its viral moment on social media.
Apple’s line of AirPods was also a big winner in November, making gains in six of 13 brand metrics including Reputation, Ad Awareness and Quality. Apple recently decided to shift where it manufactures some of its AirPods from China to India, marking the company’s attempt to lower the risk of supply chain disruptions in China due to COVID-19 lockdowns and trade tensions between the country and the US. The popular earbuds were also on sale on Amazon and Target earlier in the month.
Cholesterol-lowering statins created buzz in the last month after a study of over 38,000 patients suggested that they play a role in protecting against serious cases of COVID-19. Lipitor, a cholesterol treatment drug, benefitted from the increase in Buzz and Consideration following an annual meeting of the American Society of Anesthesiologists last month where researchers presented their findings.
In a new TV spot, messaging app WhatsApp highlighted that without proper encryption and privacy technology, SMS texting was just as vulnerable as sending letters and packages via carrier pigeons. WhatsApp also released some new features recently, including restricting screenshots of ”View Once” messages and introducing Bitmoji-style avatars. The messaging-tech company saw a boost in Buzz, Reputation, Recommend and Quality in November.
Women’s fashion brand Spanx has expanded from selling undergarments to pants, dresses and other closet essentials in recent years. Last month, the brand added two new styles, a blazer and jumpsuit, to its fashion line and saw a boost in Impression, Consideration, Recommend and Quality in the leadup to the holiday shopping season.
Interest rates and business costs are creeping up and the last few weeks have seen a huge number of layoffs across the tech sector. With a new wave of people looking for jobs, employment website Monster.com saw a boost in five of 13 brand health metrics, including Value, Reputation, Satisfaction, Recommend and Quality.
Three CPG brands—Cheetos, Gold Bond and Garnier - round out this month’s list of Biggest Brand Movers in the US.
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
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