Wednesday, February 2, 2011

Most Wanted Brands in the World

Johnson & Johnson, Sony, Crest and BMW appear at the top of the First Annual "Most Desired Brands in the World" Report. The report, released by leading global strategic neuromarketing firm Buyology Inc, is the first to quantitatively type and measure consumer relationships with brands. The full report can be found at

The Most Desired U.S. Brands Report is the result of more than 6 years and $8 million, testing 240 global brands with more than 5000 consumers.
Neurotypes™ quantitatively determine which of sixteen relationships a brand or business currently has for a given target audience and the relative strength of the relationship, or signal strength, relative to competitors and other, beacon brands who, although they may be outside the category, have successfully established similar relationships. Once typed and calibrated, a marketer can use Neurotypes to assess the impact of their current marketing activities, determine what activities will be more effective in the future and gain provocative and proprietary insights on how to strengthen the brand's relationships across the 6P framework (product, package, placement (distribution), price, promotion and positioning).
Each of the four prime Neurotypes represent a unique relationship profile based on both original global research and an extensive review of multi-disciplinary scientific literature. There is both a primary and secondary Neurotype dimension in a brand relationship that results in sixteen distinct Neurotypes. Beacon brands are brands (both in and out of your category) that have the same relationship with their customers and can be used to learn how to strengthen your customer relationships. Two hundred and forty US brands have been classified thus far and iconic brands for each profile are identified here. Another collection of 240 brands have recently been classified in Japan.
The report reveals provocative insight into the brands that are desired most:
  • Amazon (#7) beats Wal-Mart (#22) as the most desired retailer for women
  • Google (#6) beats Apple (#45), Microsoft (#12) and Facebook (#69) as the most desired internet/technology brand
  • For men, auto brands dominate the top 10 Most Desired with BMW (#2), Hyundai (#5), and Lexus (#10)
"We're proud to be the first company, anywhere, to measure the relationships that brands have with their customers. Brands with strong relationships are the businesses that are going to prosper, in these tough economic times," said Gary Singer, CEO, Buyology Inc.
Added Donna Sturgess, President, Buyology Inc, "We developed Neurotypes to have a tool for brands all over the world to measure their relationships with consumers and unleash new insights. For global brands this enables them to determine whether the consumer relationship varies in different parts of the world, and often times it does."

Most Desired Brands in the World: Women

Top Overall Brand:
 Johnson & Johnson Top Retailer: AmazonTop Internet/Technology Brand: Google

Most Desired Brands in the World: Men

Top Overall Brand:
 Crest Top Auto: BMWTop Electronic: Panasonic

Top 20 Most Desired Brands in the World
#1Johnson & JohnsonCrest
#3KleenexNational Geographic
#4National GeographicPanasonic
#9General ElectricTide
#12MicrosoftBed Bath & Beyond
#14TargetAnimal Planet
#18FordProcter & Gamble