Survey On Gender Desire For Brands: Fuzzy Logic?

reported on a new study just out from Buyology marketing group, listing the “20 Most Desired Brands” for each gender.

Here are the results:

Top 20 Most Desired Brands in the World: Women

1. Johnson & Johnson
2. Sony
3. Kleenex
4. National Geographic
5. MasterCard
6. Google
7. Amazon
8. Visa
9. General Electric
10. Toshiba
11. Crest
12. Microsoft
13. Disney
14. Target
15. Tropicana
16. BMW
17. Febreze
18. Ford
19. Olay
20. Chase

Top 20 Most Desired Brands in the World: Men

1. Crest
2. BMW
3. National Geographic
4. Panasonic
5. Hyundai
6. Kleenex
7. Coca-Cola
8. Microsoft
9. Tide
10. Lexus
11. Apple
12. Bed Bath & Beyond
13. Ford
14. Animal Planet
15. Hitachi
16. Mercedes-Benz
17. FedEx
18. Procter & Gamble
19. Hallmark
20. Geico

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.

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13 Responses to “Survey On Gender Desire For Brands: Fuzzy Logic?”

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  1. Debra Gaynor says:

    I hope I’m not disappointing you that I’m not a guy (although I do know some really nice ones). I have to agree with you on this survey. I too am puzzled by how they decided to mash up product and company brands. Although my expertise is marketing to women, I’m a bit surprised that brands like Crest, Hallmark and Kleenex made the list. Thanks for highlighting this study. I’ll check back to see what the menfolk say.

  2. Angi says:

    I have never desired toothpaste or thought my life would be better if I had a Kleenex (a tissue, yes, I have desperately desired a tissue before).

    Target is the only brand on here that I actually get actively excited about – I love their commercials, their products and the experience. I DESIRE their brand. I will always stop and go in when I see one.

    I think you are spot on, questioning their methodology. And they need different words. Much different words.

  3. At first I thought the key problem here was the word “desire”.

    There isn’t a single guy in my circle of friends who would ever outwardly say that he “desired” toothpaste of any brand. And I doubt that there are but a handful who would say it privately either. In fact, I’m quite certain that most men would have to stop and think for a moment about which toothpaste their wife bought for them. But we use it every day (multiple times).

    Same thing with Kleenix, Tide and Proctor & Gamble. Heck, I doubt 1 in 5 guys could even name with certainty a Proctor & Gamble produced item.

    But the more I look at the list, the less sense it makes no matter what word you use to replace “desire”.

    I mean, come on, man. Bed Bath & Beyond is there but not Victoria’s Secret? (or Sears or Home Depot or Lowe’s?)

    And Hyundai is above Mercedes-Benz?

    Hitachi but no Webber?

    I find the list to be so laughable as to be absolutely irrelevant and unbelievable, which then lends me to believe that either a) Buyology has some other motive or b) they are completely incompetent.

    In either case, they have lost any and all credibility for now and future reports.

  4. mark says:

    Must say the list misses my most desired brands. Just can’t imagine crest being the most sought after by men. Mixing desired products from two such different cultures seems odd as well. very odd.

  5. Guy time:

    I bought Crest last week, because it’s the brand my family grew up with. And I’ve only had 2 cavities in 51 years.

    I’ve used Kleenex, but prefer Puffs. Now I use what ever we have in the house.

    Coke? Nah, prefer Pepsi products, especially Diet Mt. Dew.

    Microsoft software is on my computer but that’s just so I am compatible with my co-workers. I use Firefox and Google Products when ever I can.

    And the only other product or brand on the list I care about is Mercedes Benz, since I own one that is now 16 years old, paid for and has over 200,000 miles on it.

    Here’s a few names that are missing:

    Craftsman. The tools from Sears that are guaranteed for life.

    McDonalds and Burger King, because sometimes you want a burger.

    Toyota. My wife’s favorite car is also one of mine since it rarely breaks down.

    Levi’s. Because I want jeans that fit and last.

    And I’m also surprised that Starbucks didn’t make either list.

    I don’t buy just one brand name in electronics, or computer tech stuff, I’m sick of the Apple “Stuck-Ups” and most of the other brands I desire are too local or regional to make it in a worldwide survey.

  6. Wow! Would any ONE man make his top 20 list like this? Alphabetical order would be more in line for me – just replace Animal Planet with Acura.

    And if we could accurately know the “Top 20 Most Desired Brands in the World by men (and women)” what would that really help us?

    Until the Tide changes hand me a Kleenex…

  7. In the world? I don’t thinks so.

    Brands Australians have never heard of:


    And Hyundai as a most desired brand? Not Downunder.

    Thought the Buyology book was absolute rubbish so I’ll take anything from them with a pinch of salt.

  8. Val says:

    Buyology is quite misleading by referring to this as a world survey since the respondents were from the US and Japan only.

    I agree with Scott’s comment. Since most of the responses are from the US, it is very hard to believe that Starbucks did not make the list.

    I do not buy into their conclusions.

  9. That is crazy Geico is on the list. Just shows you what good commercials can do to influence the way we feel about a product. The caveman to the Geico to the scenarios. I love the do the woodchucks chuck wood.

  10. By the way Michelle. This is a great website. I am glad I bookmarked you.

  11. Jenna says:

    I think this is a really interesting article. I like how you can identify the brands that specify towards a gender, and the brands that are more appealing to one of the genders. I think it is funny how Bed Bath & Beyond and Hallmark are in the men’s Top Desired List and not the women’s because I definitely thought those two brands appealed more to women than to men. However, between hygiene products and babies, I am not surprised Johnson&Johnson is number one on the women’s list.

  12. Lynette says:

    Like many of the comments here, I’m really weirded-out about Bed Bath & Beyond as one of the men’s top desired brands. And what does it say about gender difference when the credit card brands only show up as trusted brands for women?

    I do wonder if this is more of a “recognized” or “trusted” brand than most “desired” brand. I wonder if the questions were something like… “When shopping for personal care items, which brand is the most desirable?” with a list of the top 15 or 20 brands for people to choose from…. It would be nice to see how the quiz was worded.


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