US Biggest Brand Movers

YouGov
January 13, 2023, 3:46 PM GMT+0

From the thousands of brands we track, these are the top performers and trendiest brands of the moment according to our YouGov BrandIndex, measuring December vs November 2022. The Biggest Brand Movers are determined across 13 metrics within media consumption, brand health, and purchase funnel metrics and updated monthly. To see the biggest movers for 2022 overall, download America's Top Improved Brands Mini-Report 2022.


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Methodology

Data for the Biggest Brand Movers compares 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 & communication metrics:

  • Aided Awareness – Whether or not a consumer has ever heard of a brand
  • Ad Awareness – Whether a consumer has seen or heard an advertisement for a brand in the past two weeks   
  • Word of Mouth Exposure – 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 perception metrics   

  • Impression – Whether a consumer has a positive or negative impression of a brand
  • Value – Whether a consumer considers a brand to represent good or poor value for money
  • 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
  • Quality – Whether a consumer considers a brand to represent good or poor quality 

Purchase funnel metrics

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

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