Craftsman brand a hit for Mother's Day
by Ted Marzilli in BrandIndex News, Consumer and Latest Findings
Wed May 8, 2013 7:25 a.m. PDT
You may want to skip the candy and flowers, and think about getting mom a set of wrenches this Mother’s Day.
The number one best perceived brand by US mothers is currently Craftsman with the number five brand being Black & Decker.
“Home repair and maintenance has not been the sole province of men for a while,” says YouGov BrandIndex CEO Ted Marzilli. “The weak economy has made everybody a do-it-yourselfer to save money. Given these results, it seems out of touch to portray doing the handiwork around a house as a man’s job.”
YouGov BrandIndex’s top 10 ranking of the best perceived brands by mothers is rounded out across several categories: Amazon, M&M’s, Dawn, Johnson & Johnson, Cheerios, Discovery Channel, Google and Pillsbury.
YouGov BrandIndex filtered their entire 1,100+ brand universe for respondents who identified themselves as women over the age of 18 with children under 18 years old, and then ranked them using their flagship Index score, which measures brand health by averaging sub-scores on quality, satisfaction, impression, value, reputation and willingness to recommend. The scores reflect surveying over the past 30 days.
Index Rankings: Mother's- children under 18, April 5th - May 5th, 2013