Top Brands – Ranked by Customer Loyalty and Engagement

February 19, 2008

This article is included in these additional categories:

Brand Metrics | CPG & FMCG | Financial Services | Paid Search | Pharma & Healthcare | Radio | Retail & E-Commerce | Travel & Hospitality

Consumer connectivity and control, a changing media environment, and a wide variety of seemingly undifferentiated brands have caused an important shift in “drivers” (motivators) of consumer loyalty and brand engagement, according to a Brand Keys annual survey.

For the first time in 11 years, all but two of the 57 categories tracked have shown such a shift, and this year there were more “ties” (more than a single top brand) than in previous years.

The brands that consumers ranked first in meeting and exceeding their expectations for each category in 2008:

  • Airlines: JetBlue and Southwest
  • Allergy Medicine (OTC): Benadryl and Tylenol
  • Allergy Medicine (Rx): Clarinex and Zyrtec
  • Athletic Footwear: Air Jordan and New Balance
  • Automotive: Toyota
  • Banks: Wachovia and Washington Mutual
  • Beer (Light): Coors Light
  • Beer (regular): Sam Adams
  • Bottled Water: Aquafina and Fiji
  • Car Insurance: Geico
  • Car Rental (Airport Locations): Hertz
  • Car Rental (AO Locations): Avis
  • Casual Dining: Olive Garden
  • Cell Phones: Samsung
  • Clothing Catalogues: L.L.Bean
  • Coffee: Dunkin’ Donuts
  • Computers: Apple
  • Cosmetics (Luxury): Estee Lauder
  • Cosmetics (Mass Merchandiser): Maybelline
  • Credit Cards: Discover Card
  • Diapers: Playskool and Wal-Mart White Cloud
  • DVD Players: Samsung
  • Energy Provider: PSE&G
  • Evening News Show: ABC
  • Gasoline: BP and Sunoco
  • HDTV (LCD): Samsung
  • HDTV (Plasma): Panasonic and Pioneer
  • Hotels (Luxury): W Hotels
  • Hotels (Upscale): Embassy Suites and Hyatt
  • Hotels (Midscale): Comfort Inn
  • Hotels (Economy): Day’s Inn
  • Insurance Company: NY Life
  • Laundry Detergent: Tide
  • Long Distance Provider: AT&T and Verizon
  • Major League Sports: National Football League
  • Morning News Shows: Good Morning America (ABC) and The Today Show (NBC)
  • Mutual Funds: T. Rowe Price
  • MFP Office Copier: Konica Minolta
  • Online Books & Music:
  • Online Brokerage:
  • Online Travel Sites: and
  • OTC Pain Reliever: Tylenol
  • Parcel Delivery: UPS
  • Pizza: Domino’s and Papa John’s
  • Quick-Serve Restaurants: McDonald’s and Subway
  • Retail Stores (Apparel): Victoria’s Secret
  • Retail Stores (Discount): Wal-Mart
  • Retail Stores (Department): Macy’s
  • Retail Stores (Electronics): Best Buy
  • Retail Stores (Office Supply): Staples
  • Retail Stores (Home Improvement): Lowe’s and True Value
  • Satellite Radio: XM
  • Search Engines: Google
  • Soft Drinks (Diet): Diet Pepsi
  • Soft Dinks (Regular): Pepsi
  • Toothpaste: Crest
  • Wireless Phone Service: AT&T and Verizon

About the data: The 11th Annual Customer Loyalty Engagement Index tracked customer loyalty in 57 product and service categories. It was compiled by Brand Keys, which interviewed 26,000 consumers (age 18-65), drawn from the nine US Census Regions, to find the top brands in each self-selected category. They were interviewed face-to-face and by phone, to account for 15% of the population who are cell phone-only consumers.


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