The Most Desired Brands in the United States


What brands are your favorites? Although most people think of a luxury car or another upscale logo design, there are many more mundane brands that are preferred by a large margin in the United States. In fact, a new article by Forbes magazine cites research pointing to some surprising choices. Johnson & Johnson ranked as the number one brand for American women, while American men prefer Crest above all other consumer products.

The Buyology study that Forbes featured did not look at logo design in particular, although this is certainly a huge part of a corporate brand. Instead, it looked at consumers’ subconscious relationships with different brands. In particular, the associations that groups held with major American brands was measured. The results were surprising. While it’s no shock that adult women would have the most positive associations with a brand known best for high quality baby products, the preference among men for a toothpaste logo over, say, the Mercedes logo is not what most would have predicted.

Among the other surprises was the appearance of National Geographic on both men’s and women’s lists, at positions 3 and 4 respectively. Tide was on the list for men, but not for women, who instead preferred Sony and Amazon. Another surprise was that Google—a brand and logo design often cited as the top in both the United States and worSpellBrandide—was down the list at number six for both genders.

However, there were predictable results as well. Car companies only ranked as the favorite brands of men. The companies cited included BMW (associated with the value of awe) and Hyundai (associated with exploration).

Of course brand equity does not equal success, but it certainly has a huge effect on a company’s bottom line. There’s a reason the favorite brands on this list are all industry leaders; a large number of people choose them by default, based on image alone.

What does this mean for the world of branding and marketing? This study was an exercise in neuromarketing, the measure of how brands affect a customer’s brain on a very deep level. Although most are not aware of it, the brands that we see around us have a very powerful impact on our brains, which then has an effect on preferences and buying habits. People’s associations are due to their experience with the products themselves, but also their experience with the brand. Because consumers ‘experience’ a brand through logo design, packaging, the website, and other visual elements, these will be of increasing importance for businesses hoping to break in to the highly competitive American retail world.

Is your logo design having the impact that you need on your desired consumer group? What associations do consumers have with your brand? If you think that these two areas might be weak points for your company, it is time to talk to a logo designer and branding consultant. These experts can help you modify your company brand, or rebrand altogether, to achieve the success that you deserve.