Mother's Day's Best Perceived Brands

Ted MarzilliCEO YouGov Direct
May 06, 2015, 3:24 PM GMT+0

Every mom’s solution to all cuts, scrapes and boo-boos, Band-Aid, debuted in the number one spot for this year’s 10 best perceived brand by mothers.

Last year’s number one brand, Dove, dropped out of the Top 10, along with Nike, Craftsman and Google. Seemingly replacing Nike as the moms’ footwear of choice is Skechers, which also made the third largest perception gains with mothers more than any other brand over the past year. In its first quarter ending at the end of April, the company recorded sales of $768 million, a jump of 40.5% over last year.

Other brands making their debut on the top 10 ranking include Clorox and Dawn.

YouGov BrandIndex’s top 10 ranking of the best perceived brands by mothers runs across many industry categories, household products (Band-Aid, Johnson & Johnson, Clorox, and Dawn), one snack (M&M’s), one cereal (Cheerios) Amazon (which climbed three spots to take the number two position this year), and global electronics company Samsung, which retained its number ten position from 2014.

Brands which have shown the greatest gains in perception by mothers over the past year were led by social media site Pinterest, followed by Skechers, appliance maker Maytag, the SyFy cable network, Bisquick, health snack brand KIND and Sabra Hummus.

YouGov BrandIndex filtered their entire 1,400+ brand universe for respondents who identified themselves as women over the age of 18 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.

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