Corporate Eye

Brand Buzz Influences Perception as Holiday Shopping Begins

holiday_sale_1The biggest shopping days of the holiday season are coming, and retail brands are fighting for attention, wallets, and buzz.  YouGov has been tracking brand perceptions among an audience of 1.5 million consumers of which the organization surveys 5,000 people daily. A recent study was designed to learn how women with children under the age of 18 feel about brands as the holidays are approaching.

So which brands are on top in terms of positive consumer brand value perceptions based on the brand buzz around them?  According to YouGov (as reported by BrandWeek), the following brands are earning the most positive buzz:

  1. Target
  2. Old Navy
  3. Amazon
  4. J.C. Penney
  5. Kohl’s
  6. Toys ‘r Us
  7. eBay
  8. Walmart
  9. Sears
  10. Best Buy

Brands with the biggest jump in positive value perception versus 30 days earlier are Sears, Toys ‘r Us, Macy’s, eBay, and Bloomingdale’s.

Many of these brands are getting positive responses from consumers due to their big discounts and extended sales that have been rolled out earlier than ever to ensure retailers get the sales they need to wrap up a successful year.  New mobile promotions and social media marketing campaigns are launched every day as brands try to connect with the elusive digital consumer audience.

From a marketing perspective, the results analysis from these campaigns and tactics will be very interesting!  There will be a lot for retail brands to learn during this holiday season.  Returning to the “old” ways of marketing simply won’t get the job done anymore.  It makes you wonder what we’ll see during the 2011 holiday season!

What do you think?  Leave a comment and share your thoughts about brand value and promotions this holiday season.

Image: stock.xchng

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Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for and, and her marketing-related articles have appeared on websites such as,,, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.