US: Biggest Brand Movers February 2023

Every month, YouGov highlights the brands registering notable upticks in brand health and advertising performance. The data is taken from YouGov BrandIndex, a syndicated brand tracker which continuously collects data on thousands of brands around the globe every day.

Specialist Insurance provider USAA leads the list of January’s biggest brand movers. The San Antonio, Texas-based brand witnessed upticks in three media metrics (Aided Awareness, WOM Exposure, Buzz), all six brand perception metrics (Impression, Value, Reputation, Satisfaction, Recommend and Quality) and all three purchase funnel metrics (Consideration, Purchase Intent and Current Customer).

In January USAA, which mainly caters to the members of the United States armed forces, announced the finalists for the annual Salute to Service Award with the NFL where this year fans helped determine the top three. At the beginning of the NFL season last year USAA released its ad campaign, Gronk Crafty, with former NFL player Rob Gronkowski for the second year running.

Fast food chain, Chipotle, gained in ten metrics out of 13. Earlier this year, Chipotle launched a new hiring campaign with the aim of taking on 15k new employees ahead of the ‘burrito season’. The brand has also announced that it will introduce the viral social media trend ‘quesadilla hack’ into their regular menu starting March, which will allow customers to customise their quesadillas on the Chipotle app.

Universal Orlando comes in next with improvements across ten metrics, including all six brand perception metrics (Impression, Value, Reputation, Satisfaction, Recommend and Quality). The Florida theme park announced the return of Mardi Gras. Universal also announced its plans to open a new theme park in North Texas.

Restaurant chain Steak ‘n Shake announced its new Valentine’s Day special white chocolate milkshake with Ghirardelli chocolate weeks before the celebrated day. They also relaunched their Oreo red velvet milkshake for a limited period. The purchase funnel metrics are on the uptick with the brand seeing gains in all three metrics (Consideration, Purchase Intent and Current Customer).

Corona beer didn’t have a Super Bowl advertisement, but the top-selling imported beer brand was one of the sponsors for Rob Gronkowski’s annual Super Bowl party, Gronk Beach, which is perhaps why it made gains across eight metrics.

In the New Year Nutrisystem launched its new protein-packed diet to help men lose weight while maintaining muscle. The brand also garnered attention when Jason Kaplan, executive producer of the Howard Stern Show, credited Nutrisystem for his 90-pound weight loss. The health and wellness brand saw an uptick of eight metrics, including three media metrics.

Pharmaceutical company Bayer is making huge strides in its business this year, with rising stocks and acquisitions. There’s also been an improvement in its brand health and advertising performance with uptick across seven metrics.

Mega Millions, which announced its second-largest jackpot ever of $1.35 billion, gained in seven metrics, including all four media metrics. Barefoot bagged a multi-season deal as the official wine sponsor for the NFL and its playoff ad seems to have paid off for the brand with a lift in seven metrics.

Disney, which recently celebrated 100 years, saw Disney Hotels and Resorts gain in seven metrics.

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Methodology

Data for the Biggest Brand Movers in February compared statistically significant score increases across all BrandIndex metrics between December 2022 and January 2023. Brands are ranked based on the number of metrics that saw a statistically significant increase from month to month. Metrics considered are:

Media Metrics

Ad Awareness – Whether a consumer has seen or heard an advertisement for a brand in the past two weeks

Word of Mouth – 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 Health Metrics

Awareness – Whether or not a consumer has ever heard of a brand

Quality – Whether a consumer considers a brand to represent good or poor quality

Value – Whether a consumer considers a brand to represent good or poor value for money

Impression – Whether a consumer has a positive or negative impression of a brand

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

Purchase Funnel Metrics

Consideration – Whether a consumer would consider a brand or not the next time they are in the market for a particular product

Purchase Intent – Whether a consumer would be most likely or unlikely to purchase a specific product

Current Customer – Whether a consumer has purchased a given product or not within in a specified period of time

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