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A positive impression in the eyes of women is important to brands, especially when nearly half (48%) of single women between the ages of 30-45 say they feel ignored by advertising. Some brands are receiving a significantly more favorable impression from women than others, according to YouGov’s latest BrandIndex ranking, with Dawn taking the top spot for the best perception among women.

To arrive at its conclusion YouGov tested more than 1,750 brands, asking women (ages 18+) if they have a positive or negative impression of them. In a similar fashion to Net Promoter Score, the percentage of negative scores are subtracted from the positive percentage. The scores ranged from -100 to +100, with 0 indicating a neutral position.

Dawn’s score of 62.8 topped the list for 2018 (the data was collected from February 2018 through January 2019) and was one of only 4 brands to exceed a score of 60. The others were:

  • Amazon (61.6)
  • Hershey (60.9)
  • M & M (60.3)

Rounding out the top five is Dove Skincare (58.4), a brand which is new to the top 10 this year. Last year’s #1, Band-Aid, fell to #7.

Other new entrants to the top 10 are Black & Decker (56) at #9 and Mayo Clinic (55.7) at #10.

Amazon has the second highest impression, as was the case last year. While the e-commerce giant is clearly making a positive impression among women, findings from the results from two consumer surveys by First Insight found that more men (53%) shop on Amazon at a high-frequency (6+ times a month) than women (45%).

The Most Improved Brands

Safety appears to be on the minds of women, as the brand that made the greatest improvement was Ring (Video Doorbell). Ring’s impression score jumped 14.3 in the latest annual rankings, up 8.3 points from 6.0 in the year prior.

GNC was second on the list of most-improved, up 6.9 points to 20.8. Other top improvers include:

  • Best Buy (#3, up 6.7 points to 49.6);
  • Planet Fitness (#4, up 5.8 points to 17.5);
  • Cabela’s (#5, up 5.7 points to 25.7);
  • Dove-Hair Care (#6, up 5.3 points to 42.4); and
  • Uber (#10, up 4.7 points to 9.5).

The full set of rankings is available to view here.

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