March 27th, 2023, Hoang Nguyen
The world of brands is constantly changing, and in recent weeks several household names have seen some interesting developments.
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.
iPad
The Apple tablet saw recent hype surrounding the possibility of a foldable iPad and that has sent interest in the brand soaring. With rumors and leaked images circulating online, consumers are eagerly talking about its release, as evidenced by a surge in media metrics such as Word of Mouth Exposure and Buzz and lower purchase funnel metrics such as Consideration and Purchase Intent.
U.S. Bank
U.S. Bank has been making waves in the small business world with the launch of its new credit card for digital nomads. This product offers a range of benefits for entrepreneurs who work remotely, and is marketed at those who value flexibility and convenience. Additionally, the bank's recent scholarship program and youth golf partnership may have helped perceptions of the brand such as Impression, Recommend and Satisfaction.
Cars.com
After several auto brands advertised during the Super Bowl, Cars.com enjoyed a surge of positive press coverage. This, combined with strong earnings last quarter, have helped to improve the brand's media metrics and brand perception metrics across the aboard.
Southwest
Unfortunately, Southwest had a difficult start to the month when the airline faced Senate hearings over canceled flights over the recent holiday season. The airline has been working hard to improve its brand health, with a focus on customer service and improving its operations. With nowhere to go but up, Southwest has been making strides towards regaining the trust of its customers.
While Southwest’s Word of Mouth Exposure trended down month-over-month, several brand perception metrics such as Impression, Value and Consideration improved.
Hawaiian Tropic
The founder of the sun care brand recently made headlines when pictures of his mansion home were published online. While the coverage wasn't necessarily positive or negative, it did help to raise awareness of the brand and generate interest among consumers.
Chanel
Chanel has had a couple of high-profile endorsements in recent weeks, including the daughter of the Super Bowl MVP Patrick Mahomes receiving a mini Chanel purse for her birthday. These types of celebrity endorsements can be incredibly valuable for brands like Chanel, as they help to increase brand awareness and appeal to a wider audience.
Intuit
Intuit has been making waves in the last month, with a Super Bowl concert in Roblox with Saweetie and the announcement of a fund for small businesses. In addition to the finance firm’s tax solutions amid tax season, these initiatives may have helped to improve the brand’s health in ten of 13 categories.
Capri Sun
Capri Sun enjoyed double the dose of attention in the form of two twin girls ordering 35 cases of the drink on Instacart. This viral story has created a lot of interest in the brand, and its new marketing campaign around multivitamins may have further improved its brand health.
Red Bull
Red Bull has been in the spotlight with the launch of the car which will defend the Formula One title in 2023. Max Verstappen, whose team is sponsored by Red Bull, is leading the championship, and the brand’s association with F1 may have helped it receive a strong boost in several brand health metrics.
AutoZone
Data from YouGov BrandIndex indicates that the brand’s Awareness scores surged after a string of violent incidents at AutoZone. The events made the news and demonstrate the importance of monitoring brand performance following such events.
Read more about whether bad headlines impacted Autozone's brand health.
The auto parts and repair company also had a positive earnings announcement recently, which has provided boosts to several other areas of its brand health.
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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. The 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
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