J&J (Stock Quote: JNJ) was found to be the most desirable brand among women, while Proctor & Gamble’s (Stock Quote: PG) Crest Toothpaste topped the most desirable brands among men. For shopping, Amazon (Stock Quote: AMZN) bested Wal-Mart (Stock Quote: WMT) as the most desired retailer among both genders.
Women preferred sixth-place Google (Stock Quote: GOOG) over Apple (45th), Microsoft (12th) and Facebook (69th) as the most desired internet/technology brand. Men preferred Microsoft (8th) and Apple (11th).
And car manufacturers BMW, Hyundai and Lexus were among the most desired brands for men, BMW and Ford were the top car brands for women.
To compile its rankings, the market research company established four primers, or criteria, based on pre-established scientific research that can be key to creating brand loyalty: awe, superiority, harmony and exploration. The primers were then used to conduct a series of pre-cognitive tests on 2,400 U.S. residents to gauge the participants’ unconscious response to the 240 brands in the study.
Researchers used images rather than words during the final testing phase, which explains, in a sense, why some of the findings were so surprising.
“The test doesn’t really measure loyalty as much as it measures the depth of the relationship [between the consumer and the brand],” Gary Singer, CEO of Buyology Inc., said while explaining that the companies netting top marks were those that have a presence in our everyday lives, like Crest.
“These brands are more like a spouse than a friend,” he said. Therefore, women have such a positive response to Johnson & Johnson because of its association with their children and the emotions that evokes.
“Crest is associated with strength and function,” Singer added, which explains why the brand has a “rich and strong heritage” with its male demographic. This also makes it easier to understand why other consumer brands, such as Kleenex, ranked third by women and sixth by men, appeared on both lists.
While the first round of data based on Buyology’s metric ranks the brands by gender, the company did create a master list of the brands’ overall performances and plans to release additional rankings based on age, geographic location and other demographics in the near future. A follow-up study of 250 brands has already been conducted in Japan as well.
“The intent is to compare brand loyalty across the globe,” Singer said.
Here are the top 20 brands most desired by women:
Johnson & Johnson
And here is the list of top 20 brands most desired by men:
Bed Bath & Beyond
Procter & Gamble
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