US: Amazon, Best Western and Frito-Lay top Biggest Brand Movers for July 2023

Amazon recorded the greatest number of gains across 13 measures of brand perception in July’s edition of Biggest Brand Movers in the US.

Biggest Brand Movers is a monthly analysis highlighting the brands that make statistically significant, month-over-month improvements in the brand metrics tracked by YouGov BrandIndex.

Amazon

The online retailer saw lifts in 11 of 13 brand metrics, likely due to the announcement and promotions of Prime Day. Amazon’s flagship sales events attract millions of customers worldwide with exclusive deals and discounts.

The anticipation and excitement surrounding the event likely contributed to increased Awareness, Word of Mouth (WOM) Exposure, Consideration and Purchase Intent for the brand.

Best Western

The hotel chain saw notable improvements in brand metrics, possibly attributed to several key factors. Firstly, the opening of three new hotels may have led to increased Awareness and Consideration among potential guests.

Additionally, the introduction of a new gifting feature for loyalty members likely enhanced customer engagement and loyalty. Under the program, Best Western Rewards Members can give a free night to family members and close friends using points. Best Western's National Parks promotion may have also struck a chord with eco-conscious travelers, generating positive Buzz.

Frito-Lay

The popular snack company has been busy in recent months. It released its annual Summer Snacking Trends Report in June and a new movie “Flamin’ Hot” on Disney+ and Hulu in June. Frito-Lay is also looking to duplicate its success as a Men’s World Cup sponsor through its sponsorship of the Women’s World Cup which has just begun.

Etsy

Etsy’s recent collaboration with John Legend likely attracted a wider audience and garnered Awareness, Buzz and Consideration. Additionally, the approval of a stock buyback plan may have instilled confidence among investors and positively impacted the brand's financial image.

Gold Bond

Gold Bond experienced a boost in brand metrics, possibly due to the positive press surrounding its anti-crepe lotion. This media attention may have contributed to increased WOM Exposure and Ad Awareness among consumers seeking effective skincare products for the summer season. Gold Bond's focus on summer-specific lotions and addressing common skin issues like heat rashes likely resonated with consumers’ seasonal needs.


Land-O-Lakes Butter

Land-O-Lakes Butter was recently named to TIME's most influential list which likely garnered positive WOM Exposure and Awareness and elevated consumers’ Impression of the brand. Additionally, being shortlisted for the World Dairy Innovation Awards in 2023 could have contributed to increased Recommend and Consideration scores.

Dairy Queen

Dairy Queen experienced a boost in brand metrics in eight of 13 brand metrics, largely attributed to their association with the summer season and ice cream treats. The Biggest Fan in Texas sweepstakes likely generated excitement and Word of Mouth Exposure among customers, enhancing brand engagement. The introduction of a new flavor, Cake Batter Cookie Dough Blizzard, could have also attracted new and returning customers, contributing to increased Consideration and Purchase Intent.

eBay

The introduction of a streetwear authentication feature could have further boosted Impression, Recommend and Satisfaction scores in buying and selling on eBay. In addition, the availability of Jay Z & Beyoncé's previously owned home items such as French doors, a bidet and exterior lights for sale likely generated considerable WOM Exposure and interest among fans and collectors. eBay's NBA Draft activation might have engaged sports enthusiasts, contributing to increased Awareness and Consideration for the brand.

SiriusXM

Recent gossip surrounding Chelsea Handler's involvement with SiriusXM could have generated Awareness and attracted new listeners curious about her shows. The introduction of a new Carrie Underwood channel may have resonated with country music fans, boosting Interest and engagement with the platform. Moreover, the launch of a new live business show and the creation of a popup channel for F1 likely expanded the platform's content diversity, appealing to a broader audience and enhancing overall Impression of the brand.

General Mills

General Mills is bringing Häagen-Dazs to the yogurt aisle and may have garnered Awareness and Word of Mouth Exposure among consumers seeking indulgent yet nutritious options. In addition, the brand introduced two new cereals to its existing lines of Monster Cereals and Lucky Charms cereal. General Mills’ focus on product innovation and diversified offerings may have contributed to increases in Consideration and overall Impression of the food company.



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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


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