Moms are clearly stuck on Band-Aid, as seen in this year’s YouGov BrandIndex where the bandage brand earned the top spot on the list of 10 best-perceived brands by mothers. MediaPost.com shared the brand rankings.
YouGov BrandIndex’s top 10 ranking of the best perceived brands by mothers spans a variety of industry categories, including household products, global electronics, snacks, and cereals.
To compile the brand rankings, YouGov BrandIndex collected perception data from women over the age of 18 with children under 18 years old. The brands were ranked by the women’s views on brand quality, value, satisfaction, impression, reputation, and willingness to recommend. Their responses led to the following final rankings:
- Johnson & Johnson
- Black & Decker
Interestingly, many brands on last year’s list didn’t rank in this year’s results, including former number-one brand Dove, Nike, Google, and Craftsman. Meanwhile, other brands like Clorox and Dawn made their first appearance on the top 10 list.
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Experts say the rankings change because tastes change. Another reason is that it’s difficult to maintain brand momentum over time, which seems to be the case for Dove. Last year, Dove’s “Real Beauty” campaign gained a lot of attention and admiration from women, but appears to have lost some of its momentum since that time.
“Most of the top 10 brands have some real application in the everyday lives of mothers,” said YouGov BrandIndex CEO Ted Marzilli. “If a brand can integrate themselves like that to such a degree—no easy feat—they have a great shot at placing high on our rankings.”
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