Buyology's 20 Most Desired Brands List Shows Big Gender Gap

By Ashley Watson, dealnews writer

One of the world's leading strategic marketing companies, Buyology, Inc., has completed the first annual "Most Desired Brands in the U.S." report, ranking the top 20 brands for men and women. The company spent six years and $8 million on this survey and tested 240 global brands with more than 5,000 consumers. These efforts to measure and test how consumers relate to their favorite brands reflect Buyology's unique approach to marketing based on what it has trademarked as "Neurotypes," or "non-conscious relationships."

Buyology experts believe that understanding what drives the subconscious is a key part of determining why consumers remain loyal to a particular brand, despite the lower price or quality of its competitors. And since only 15% of our decisions are made consciously, it is the brand's relationship with its customers that becomes its "most important asset and its only sustainable advantage. Just as with cherished friends and family, a strong positive relationship will result in loyalty, forgiveness and advocacy while a negative relationship will result in mistrust, avoidance and animosity," which amounts to the company's motto.

Founding partner and Buyology President Donna Sturgess explains to dealnews that developing brand relationships based on gender is one of many data points useful to marketers in this research, along with age and ethnicity. "By recognizing that men and women may have a different responses to the brand," she says, "marketers are able to gain deeper insight into consumers' wants and desires in order to clarify and strengthen the consumer connection to drive the business."

Sturgess also says that Buyology used the results of the study to help their clients develop better marketing strategies. "Once a marketer Neurotypes a brand and measures the drivers underneath it, they have a high-definition view of the business that will clarify elements of strategy and execution," she says, adding, "In other words, it becomes simpler to recognize the things a brand should stop doing as well as start doing to increase the signal strength of the relationship they want to build."

While it may not be surprising that the survey indicates that car companies attract more men than women, or that Amazon made it to the top of the list for women and didn't even make the list for men, these results could have a remarkable impact in the market. Sturgess believes that "it's "important for marketers to dig deeper to understand their customers, particularly during a tough economy."

Whether or or not the survey proves that men like cars and women like shopping is up to our readers.

Top 20 Most Desired Brands in the World: Women

  1. Johnson & Johnson
  2. Sony
  3. Kleenex
  4. National Geographic
  5. MasterCard
  6. Google
  7. Amazon
  8. Visa
  9. General Electric
  10. Toshiba
  11. Crest
  12. Microsoft
  13. Disney
  14. Target
  15. Tropicana
  16. BMW
  17. Febreze
  18. Ford
  19. Olay
  20. Chase
Top 20 Most Desired Brands in the World: Men
  1. Crest
  2. BMW
  3. National Geographic
  4. Panasonic
  5. Hyundai
  6. Kleenex
  7. Coca-Cola
  8. Microsoft
  9. Tide
  10. Lexus
  11. Apple
  12. Bed Bath & Beyond
  13. Ford
  14. Animal Planet
  15. Hitachi
  16. Mercedes-Benz
  17. FedEx
  18. Procter & Gamble
  19. Hallmark
  20. Geico

Ashley Watson received her MFA from Goddard College in January 2006. Upon completing her degree, she taught writing composition at the University of Arizona and began her career as a freelance writer. She is a contributor to the 2007 Teacher's Guide to Living Literature: An Introduction to Fiction, Poetry and Drama, and she has published articles in various online and print magazines. She currently resides in Vermont.

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