Here are the results:
Top 20 Most Desired Brands in the World: Women
1. Johnson & Johnson
4. National Geographic
9. General Electric
Top 20 Most Desired Brands in the World: Men
3. National Geographic
12. Bed Bath & Beyond
14. Animal Planet
18. Procter & Gamble
You can read the entire article on the study, but some questions came to mind as I reviewed the results.
- Are these really the most desired brands in the world? According the article, the survey was given to consumers in America and Japan.
- The survey was presented to 5,000 consumers. Were they evenly divided among gender? Among country?
- What were the qualifications for brand identity? There seems to be a mixture of conglomerate brands and product brands – for example, Proctor & Gamble, which owns Tide.
Finally: How were survey questions posed to consumers? Were questions worded differently for women than men? Female consumers definitely speak a different language than male consumers.
The reason I ask this is because I was so surprised at the results in the men’s category. Tide is a more “desired” brand than Lexus? Bed Bath & Beyond? And it beats Mercedes?
While I appreciate the time and effort put into this survey, I strongly question the methodology and results. Not having had an opportunity to view the study’s platform or parameters, my marketing intuition tells me that it was either hastily put together or created without regard for posing questions in a language suitable for each gender.
What do you think? How do these lists reflect with your own “desire?” I’d particularly love to hear from the men out there.