Mass Market Investment
USAA keeps leadership position with a top score of 10.0. USAA’s “Generation to Generation” ads encourage continuity of coverage for generations of USAA members.
E*Trade comes in at number two after killing off their talking tot. The bouncing baby has been supplanted by Kevin Spacey as a Type E* talent scout – seeking out sophisticated, savvy, self-directed investors.
Top Buzz Rankings
Top Buzz Improvers
Top Overall Rankings
Top Rankings by Industry Category
Top Rankings by Segment
These brands were rated using YouGov BrandIndex’s Buzz score which asks respondents, “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?”
The Buzz Rankings chart shows the brands with the highest average Buzz scores between January and December 2014. The Buzz Improvers chart ranks the brands with the highest increase in Buzz comparing calendar years 2013 and 2014. Both scores are representative of the general population.
All Buzz scores listed have been rounded to a single decimal place, however, we have used additional precision to assign ranks.