2 brands debut on best perceived brands by fathers ranking

Ted MarzilliCEO YouGov Direct
June 20, 2017, 6:36 PM GMT+0

Two brands debuted on this year’s top 10 best perceived brands by fathers – Home Depot and M&M’s.

Home Depot joined rival Lowes on the ranking, perhaps signaling a full return to the do-it-yourself retail category. Neither of those stores are on the best perceived brands for mothers this year.

M&M’s, another brand exclusive to the fathers list, likely helped by its self-examining Super Bowl ads featuring actor Adam Driver.

Leaving the top 10 this year are Heinz and Samsung, the latter of which suffered major perception setbacks after its Galaxy Notes were found defective and recalled.

The biggest perception gainer for fathers over the past year is the cereal Lucky Charms. Lucky Charms’ latest ad, focusing on the trajectory of a miniature rainbow marshmallow, may have struck a chord with dads. They were also prominently featured in a Dallas Cowboys video last November where several players chugged their favorite cereals.

YouGov BrandIndex filtered their entire 1,400+ brand universe for respondents who identified themselves as men age 18 and over with children under 18 years old. The firm 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 12 months.

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