US Biggest Brand Movers - December 2024

Data analysis of daily surveys to YouGov's panel of 6+ million Americans reveals the Biggest Brand Movers heading into December 2024.

Evaluating more than 2,000 brands monitored in YouGov BrandIndex, the research spotlights the 10 brands that registered statistically significant increases in consumer perception between October and November 2024.

The Biggest Brand Movers are determined by 13 metrics, categorized within media consumption, brand health, and purchase funnel.

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About the top 10

Data for the Biggest Brand Movers compares statistically significant score increases across 13 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 (Explore this metric with YouGov BrandIndex Lite)

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