Do-it-yourself brands popular among dads

Do-it-yourself brands popular among dads

The DIY-enthusiast dad is more than an American cliché – anyone stuck for a gift on Father’s Day would do well with a toolkit or some power tools. That’s because US fathers rate home improvement stores Craftsman (#1), Lowe’s (#4) and Home Depot (#12) among their top twenty best-rated brands.

YouGov BrandIndex measured more than a thousand US brands using its Buzz score, which asked fathers with children under the age of 18: “If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?” Buzz scores range from 100 to -100 and are compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.

Anyone fearful of a DIY disaster might instead consider a box set from the History Channel (ranked #2), a year’s supply of Cheerios (#5) or some products by Johnson & Johnson (#8).

Online retailers Amazon (#3) and consumer electronics companies Sony (#6) and Samsung (#11) also rate high among dads.

Food is also the way to a dad’s heart, as snack brands M&M’s (#9) and Doritos (#18) make the list, although is a marked changed from 2012 when food dominated the father’s favorite list.

Buzz ranking for Dads (May 9 to June 9 2013)


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Authors

Ted Marzilli

CEO BrandIndex

Ted leads the BrandIndex global business unit and is responsible for sales, marketing and ongoing product development of the global BrandIndex service. He has more than 15 years of experience in the market research, media and CPG industries.

Prior to joining YouGov, Ted was Senior Vice President, Corporate Development at The Nielsen Company where he developed global strategy and launched innovative services related to loyalty marketing, in-store media and the financial services industry.

Prior to Nielsen, Ted was a senior associate in the New York office of Booz | Allen | Hamilton where he consulted to senior executives of major media companies, including Universal Studios, EMI, MTV, Reuters, EM.TV and Primedia.

Ted earned an MBA, with honors, in Finance and Management at New York University and a BA, magna cum laude, in Economics and Philosophy, from Boston College. Ted has served on the board of directors of innovative market research companies, such as GuestMetrics and The Luxury Goods Intelligence Network.