Corporate Eye

The Best and Worst Brands in Terms of Value Revealed

A new study by BrandIndex and YouGov ranks brands by consumers’ perceptions of the value those brands deliver from best value to least value as measured for the period between January-April 2009.  While the results aren’t completely shocking, there are some brands with rankings you might not expect.  Take a look at the best and worst rankings below.

10 Best Value Brands (the Best brand is ranked #1 in the list below)

  1. The History Channel
  2. The Discovery Channel
  3. Craftsman
  4. Google
  5. Rubbermaid
  6. Johnson & Johnson
  7. Subway
  8. Lowe’s
  9. Whirlpool
  10. Target

10 Least Value Brands (the Worst brand is ranked #1 below)

  1. Hummer
  2. MTV
  3. Starbucks
  4. Red Bull
  5. AIG
  6. Perrier
  7. Abercrombie & Fitch
  8. 7-Eleven
  9. Citibank
  10. Neiman Marcus
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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+.