For the past 11 years, Brand Keys has conducted a comprehensive survey of brand loyalty among consumers. This year 371 brands were included in the survey across 57 categories, and 26,000 consumers were surveyed about those brands in September 2008.
The results of the survey are not entirely surprising with Google topping the list for the second year in a row. Other brands appeared to be directly affected by the state of the U.S. economy with brands like Wal-mart rising (from 63 to 18) and brands like Hyatt falling (from 8 to 32).
The top 5 brands overall are:
- Mary Kay
- Estee Lauder
It’s interesting that three of the top five brands are from the cosmetics category which is known for emotional branding and relationship branding. Despite the changing economy, female consumers remain loyal to (and perhaps become even more loyal to) brands that they are emotionally connected to. It can certainly be argued that creating emotional brands and relationship brands should be a key component of any brand strategy as those brands tend to withstand both the test of time and external conditions such as the fluctuating economy.
What do you think? Do you see any surprises from the study?
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