While Amazon, Band-Aid and Craftsman remain the three best perceived brands by fathers this year, three new brands have entered the top 10 ranking for the first time, according to YouGov BrandIndex, the only daily brand consumer perception research service.
- Netflix jumped 27 spots from number 33 last year to number 6 this year.
- Heinz, which was not in YouGov BrandIndex’s database one year ago, debuts this year at number 9.
- Samsung moves up two spots from number 12 to number 10.
Moving off the top 10 rankings this year are Home Depot (now number 13), Cheerio’s (now number 14), and M&M’s (now number 12).
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.