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Given women’s purchasing power in the US, brands want to make a good impression. So which brands do best? YouGov released its latest BrandIndex rankings, finding that Band-Aid has the best perception among women.

To arrive at its conclusion YouGov tested more than 1,600 brands, asking women (ages 18+) if they have a positive or negative impressions of them. The scores ranged from -100 to +100, with 0 indicating a neutral position.

Band-Aid’s score of 70 topped the list as of March 2018, and was one of only 4 brands to exceed a score of 60. The others were:

Rounding out the top 5 was M&M’s (59.6), in a virtual tie with Hershey’s (59.6), as chocolatiers perform strongly.

Meanwhile, a notable new entrant to the top 10 was Netflix (57), coming in at #9 just ahead of YouTube (56.9).

Several of these brands appeared on a list of “most relevant” brands for women. Prophet’s Brand Relevance Index, measures brands across 4 characteristics generally shared by the most relevant: customer obsession; ruthless pragmatism; distinctive inspiration; and pervasive innovation. Its latest released found that Google was the most relevant for women in 2017, followed by Apple, Amazon, Spotify and Netflix.

YouGov attributes Netflix’s strong impression on women to its original programming that features women in lead roles, such as Orange Is the New Black. Perhaps the absence of advertising helps too, as advertising has not kept up with other areas in terms of gender inclusivity.

Which Brands Improved the Most?

If women being in lead programming roles helps, then Hulu certainly has benefitted. It had the biggest gain in impression score among women between 2017 and this year, jumping 7.1 points to a score of 27. Again, YouGov figures this is likely due to the success of the hit show The Handmaid’s Tale.

TLC – which previously had been the biggest-gainer in perception among mothers – was second on the list of most-improved, up 6.4 points to a score of 28.1

Other notable improvers, ranked by absolute change in score, include:

  • Walmart (#3, up 6.1 points to 32.8);
  • Instagram (#4, up 5.9 points to 27.6);
  • Snapchat (#5, up 5.7 points to 12.7);
  • Lyft (#7, up 5.3 points to 10.7); and
  • Netflix (#10, up 4.1 points to 57).

The full set of rankings is available to view here.

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