After slipping to the second best buzz ranking at the end of 2015, Victoria’s Secret is back to the first spot. Even after a sudden resignation from their CEO and axing the swim category within the brand, they were able to regain the top spot. These changes resulted in positive growth for the brand as they also took the #1 place in the Top Buzz Improvers list.
Old Navy, is just barely trailing Victoria's Secret in this years Buzz Rankings. With big annual sales taking place over the spring the brand has seen a major jump in scores, sitting at second on the Retail Clothing Top Improvers list as well.
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?”
Buzz scores can range from 100 to -100 and are compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.
The Buzz Rankings chart shows the brands with the highest average Buzz scores between January and June 2016. The Buzz Improvers chart ranks the brands with the highest increase in Buzz comparing January through June scores in years 2015 and 2016. 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.
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