US Biggest Brand Movers

YouGov
December 14, 2021, 8:21 PM UTC

From the thousands of brands we track, these are the top performers and trendiest brands of the moment according to our YouGov BrandIndex. To see the top improvers from 2021 overall, download YouGov's US Top Improved Brands 2021 Mini Report. The Biggest Brand Movers are determined across 13 metrics within media consumption, brand health, and purchase intent and updated monthly.

Today's Top Performing Brands in the US

(December 2021 vs November 2021) -- click to enarge


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Methodology

Data for the Biggest Brand Movers is compared statistically significant score increases across all BrandIndex metrics between the current and the previous month. Brands are ranked based on the number of metrics that saw a statistically significant increase from month to month. Metrics considered are: 

Media Consumption Metrics

  • Ad Awareness – Whether a consumer has seen or heard an advertisement for a brand in the past two weeks   
  • Word of Mouth – Whether a consumer has talked about a brand with family or friends in the past two weeks   
  • Buzz – Whether a consumer has heard anything positive or negative about a brand in the past two weeks (net score)  

Brand Health Metrics   

  • Awareness – Whether or not a consumer has ever heard of a brand   
  • Quality – Whether a consumer considers a brand to represent good or poor quality  
  • Value – Whether a consumer considers a brand to represent good or poor value for money   
  • Impression – Whether a consumer has a positive or negative impression of a brand   
  • Reputation – Whether a consumer would be proud or embarrassed to work for a particular brand   
  • Satisfaction – Whether a consumer is currently a satisfied or dissatisfied customer of a particular brand   
  • Recommend – Whether a consumer would recommend a brand to a friend or colleague or not  

Purchase Intent Metrics   

  • Consideration – If a consumer would consider a brand or not the next time they are in the market for a particular product  
  • Purchase Intent – Whether a consumer would be most likely or unlikely to purchase a specific product   
  • Current Customer – Whether a consumer has purchased a given product or not within in a specified period of time

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