BY KARL HENKEL
JULY 23, 2012
Detroit News
Ford Motor Co. leads the automotive sector in brand buzz, but Toyota Motor Corp. gained the most ground during the past year, according to a mid-year branding analysis by YouGov's BrandIndex.
Ford led all automakers with a perception score of 34.1, thanks to new models including the redesigned Escape. Honda finished second with a score of 22.2 and Toyota third at 21.5.
Brands were rated using YouGov BrandIndex's Buzz score which asks respondents, "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?" Perception scores can be both positive and negative, with higher positive scores meaning more positive brand recognition.
Full text at link
JULY 23, 2012
Detroit News
Ford Motor Co. leads the automotive sector in brand buzz, but Toyota Motor Corp. gained the most ground during the past year, according to a mid-year branding analysis by YouGov's BrandIndex.
Ford led all automakers with a perception score of 34.1, thanks to new models including the redesigned Escape. Honda finished second with a score of 22.2 and Toyota third at 21.5.
Brands were rated using YouGov BrandIndex's Buzz score which asks respondents, "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?" Perception scores can be both positive and negative, with higher positive scores meaning more positive brand recognition.
Full text at link