Dove tops list of mothers’ 10 favorite brands

Shea Huffman May 7, 2014

Just in time for Mother’s Day, research organization YouGov has found that American mothers perceive Dove as the best brand, according to their BrandIndex report. The soap and beauty product maker tops a list of mothers’ favorite brands despite backlash to the company’s “Real Beauty” ad campaign that went viral in the past few months.

In it’s press release, YouGov even speculates that the “Real Beauty” campaign and its “highly-viral” nature is what propelled Dove into the top spot.

This is the second year YouGov has tracked brand perception among American mothers, and the first year Dove made it in to the top 10. Joining Dove on the list are brands like Johnson & Johnson, Amazon, Cheerios and Samsung.

YouGov also mentions that, while they didn’t crack the top 10, brands like Facebook and Victoria’s Secret saw the greatest gains in perception compared to last year. Pillsbury and Discovery Channel, on the other hand, fell out of the top brands.

YouGov on their survey methods:

YouGov BrandIndex filtered their entire 1,250+ brand universe for respondents who identified themselves as women over the age of 18 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.


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