#1 brands for Customer Loyalty

Yesterday I wrote about how McDonald's beat Starbuck's in a recent survey of Customer Loyalty. Both were beat by Dunkin' Donuts.

Just for your information and curiosity, here's the complete list of #1's:

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: Amazon.com
• Online Brokerage: Scottrade.com
• Online Travel Sites: Expedia.com and Orbitz.com
• 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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