US: Biggest Brand Movers December 2022

Every month, YouGov highlights the brands registering notable upticks in brand health and advertising performance.

These rankings identify the brands which have logged the greatest number of improvements across 13 metrics each month—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.

TV network E! leads the list for December’s edition of Biggest Brand Movers in the US with lifts in 11 out of the 13 brand metrics. Including the return of its nightly entertainment news program “E! News,” which went on pause since the pandemic, E! also earned plenty of Buzz and Word-of-Mouth Exposure during the network’s promotion of the 2022 People’s Choice Awards.

The major winners this year include Lizzo for The People’s Champion Award, Ryan Reynolds for the People’s Icon Award and Shania Twain for The Music Icon Award.

Game developer Mojang hosted Minecraft Live this year to announce the latest news surrounding the Minecraft series including the release of Minecraft Legends and an update to Minecraft Dungeons. The video game franchise also partnered with British heritage brand Burberry to create a capsule clothing collection and an in-game adventure for fans and players. It marks the first time Burberry has partnered with a video game brand.

Minecraft saw improvements in nine brand health metrics, including Buzz, WOM exposure, and Consideration.

Mortal Kombat is another video game that saw lifts to its brand during this same period. The franchise recently celebrated its 30th anniversary in October and the recent hype around Mortal Kombat 12 may have contributed to its increased Awareness and Ad Awareness over the last few months.

The holiday shopping season brought on boons to brands such as Samsung and Dior. Samsung advertising leading up to and during Black Friday and Cyber Monday seems to have paid off for the brand. It registered uplifts in both Ad Awareness and WOM Exposure and the electronics brand’s customer perceptions in Value, Satisfaction, Recommend and Quality also soared during this period.

Luxury brand Dior teamed up with Harrods this holiday season to create “The Fabulous World of Dior” which transforms the famous London department store into a dazzling gingerbread house. Dior also announced that sales of its fashion and leather goods were up by more than 20% in the third quarter, likely due to strong demand from customers and travelers in Europe, the US and Japan.

Other notable brand mentions from this month’s Biggest Brand Movers ranking include Naked Juice (registered improvements in 8 brand metrics), Rogaine (8), Paul Mitchell (7), Reebok (7) and Burlington (7).

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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