There was an interesting item in BrandWeek last week, giving the results of a survey by YouGovPolimetrix about what brands consumers feel offer them the best value. Not surprisingly, overall the survey revealed that consumer perception is clearly affected by what they refer to as a “slumping economy.” The survey took place for the two months of September and October. YouGovPolimetrix chose these months on purpose, to see what the results would be like during an economic downturn. In general, “budget” brands like Wal-Mart and Old Navy ranked highest, while financial services companies were at the bottom of the list “reflecting the loss of consumer confidence in those brands.”
The Top 5 Brands With the Highest Consumer Perception Value
- Craftsman
- History Channel
- Discovery Channel
- Rubbermaid
The Bottom 5 Brands With the Lowest Consumer Perception Value
- MTV
- Hummer
- Red Bull
- AIG
- Abercrombie & Fitch
Additionally, the survey found that over the past two months, value perception scores have increased for Microsoft, Starbucks, Verizon Wireless, Folgers, Bath and Body Works, but the scores decreased most for AIG, Wachovia, Washington Mutual, Foot Locker and Merrill Lynch.
BrandIndex also measured the brands with the best and worst value perception in 19 categories, and here are the results for beer:
The Top Beer Brands With the Highest Consumer Perception Value
- Boston Beer (Samuel Adams)
- Corona
The Bottom Beer Brands With the Lowest Consumer Perception Value
- Milwaukee’s Best
- Icehouse
Okay, Sam Adams I get, but Corona? I’ve never felt particularly good about Corona … well, ever. A triumph of marketing, a disaster as a beer.