Things your dad likes: Tools, electronics, crackers

Father's Day Tools

A Home Depot customer walks by a display of Father's Day gift cards at a Home Depot store on June 15, 2006 in San Rafael, California.

Father's Day is coming up, and while your dad probably said that all he wants is a pair of socks or a new tie for a gift, he's really got his eye on that awesome chainsaw or that shiny new smartphone, that is, if you go off of the findings from research organization YouGov, which has a survey of the best perceived brands by fathers. Power-tool maker Craftsman took the top spot, among other home improvement and technology brands.

According to YouGov's BrandIndex survey, household brand Clorox made the biggest leap in positive perception, taking the sixth place on the list, which is possibly indicative of the more active role fathers are taking in household responsibilites. Also moving up into the top 10 was cracker brand Ritz, reminding us of or dads' continued snacking needs as it joins on the list tech companies like Samsung, Sony and Amazon, and the media brands YouTube and the History Channel.

Moving out of the list compared to last year were Cheerios, Johnson & Johnson and M & Ms.

YouGov on their survey methods:

YouGov BrandIndex filtered their entire 1,100+ brand universe for respondents who identified themselves as men age 18 and over with children under 18 years old. The firm then ranked them using their flagship Index score, which measures brand health by averaging sub-scores on quality, satisfaction, impression, value, reputation and willingness to recommend. The scores reflect surveying over the past 30 days.

See the full list in the graphic below.

 


Father's Brands

About the author

Shea Huffman is a graduate of USC's Annenberg School for Communication and Journalism, and a fill-in web producer for Marketplace.

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