YouGov's mid-year Brand Index rankings of America's best perceived brands has been released, and Ford has found its way to the top. The Dearborn, Michigan based manufacturer beat out online shopping giant Amazon, The History Channel, and home improvement superstore Lowe's, to take the top spot.

Ford jumped from sixth overall in 2012 to first for 2013, but those that have been watching these rankings shouldn't be hugely surprised. Ford was rated the best perceived automotive manufacturer by the same organization last year. The Blue Oval's success on the overall brand rankings is made all the more impressive by the complete lack of other automakers on the list.

YouGov (that is, survey respondents) cited Ford's first quarter of 2013 business, which saw an increase in market share and the best earnings recorded in over 10 years. Successfully launching the Focus and Fusion (pictured) and keeping them fresh in the minds of consumers has also contributed to Ford's best overall score.

YouGov's Brand Index asks survey respondents whether they've heard anything positive or negative about a brand in the last two weeks. That includes anything in advertising, news or word of mouth. Following the old saying "There's no such thing as bad publicity," the responses, both positive and negative, are correlated into the Buzz score, which rates the brand's perception among the public. Check out all the results in the official press release below.
Show full PR text
2013 - Top US Buzz Rankings

1) Ford (31.0)

Ford has driven up the Buzz list to snag the number one spot in mid-2013 from 6th place in the annual 2012 rankings. It has been a successful year so far for the automaker in terms of perception and profits, with Ford posting its highest-earning quarter in Q1 2013 in more than a decade. The manufacturer increased its US market share from 15.2 in 2013, thanks largely to the success in sales of its Focus model.
Ford launched two "And Is Better" spots to promote the specifications of its entry-level models, the Ford Focus and Ford Fusion, which reached the US audience in spring 2013.

2) Amazon (29.9)

Amazon once more snagged the top spot in the discount retailer category, and is ranked second out of all US brands tracked by BrandIndex. The e-commerce giant has expanded its Kindle brand, bringing back the popular 9.7 inch Kindle DX and launching the Kindle Fire HD touch-screen in the US and worldwide. Its ever-expanding range of goods on offer means Amazon has kept the brand's reputation for high value and maximum choice.
Amazon is rated as the top brand in terms of Buzz score by parents with children under the age of 18, young people aged 18-34 and consumers who identify as Democrat.

3) Subway (29.8)

The sandwich chain held the top spot last year with a score of 40.3, and has dropped slightly in the rankings to third place with a Buzz score of 29.8. Subway topped the perception list among quick service restaurants above Wendy's, Pizza Hut and McDonald's.
Subway has strived to maintain its image as the healthy option by promoting "Fresh Fit meals" in a Super Bowl spot in January. The chain celebrated its fifteenth birthday this year, and has set off its summer campaign with an "Avocado Love" commercial featuring two Subway customers going a little over-the-top in praising the ingredient.

4) History (29.1)

It may offer a little more drama than history, but this network has snagged this year's most popular cable TV series – Vikings. The high-budget historical drama has received significant media attention. The History channel topped the network Buzz list with its score of 29.1, above Discovery and the Weather Channel.
The TV channel has also gained a following with its series of The Bible and Men Who Built America. Programs like UFO Hunters, Swamp People and Hairy Bikers means the channel offers a diverse mix.

5) Lowe's (26.8)

Lowe's has scored high this July, achieving 5th spot once again from the end of 2012. The home improvement store has tapped into the social-media savvy audience by launching 12 6-second spots on its Twitter and Facebook pages featuring home improvement tips. It has stuck to its more traditional method of TV marketing to get do-it-yourselfers in store with a "Rituals" commercial, comparing home improvement to being victorious on the sports field.

6) V8 (26.7)

V8 has been on a kick to appeal to consumers with its range of vegetable and tea-infused energy drinks. "Need A Little Kick?" and "Could've had a V8" were broadcast on TV and social media platforms earlier this year.
Even for those consumers who don't eat their greens, V8 launched a fruit-flavored V-Fusion in April accompanied by the spot "Husband and Wife" featuring a vegetable-shy husband who comes round to the V8 brand.

7) Walgreens (25.0)

Walgreens has moved from 13th position in 2012 to 7th this year – the prescriptions and health products chain recently promoted its tagline, "The Corner of Happy and Healthy" with a buy-one-get-one free summer offer in its "Yoga" spot, and has been advertising summer deals on its Facebook page.

8) YouTube (24.3)

YouTube is the top brand for LGBT consumers, and recently promoted its celebration of same-sex Supreme Court verdicts with a "Proud to Love" video. YouTube encouraged website users to share its stance, saying it would "strive to make YouTube a place where all communities can feel proud to express themselves and connect through video."
The video brand has managed to stay current by acting as a vehicle for major news stories – from the recent Paula Deen video apology to airing the premier of Dexter's eighth season. The social networking site has also expanded its paid-for section by offering a range of movies to its users.

9) Kindle (23.7)

Amazon has made it to the top-ten Buzz list twice – this time with its e-reader brand, Kindle. The Kindle Fire HD has been sold globally this year since its US release in late 2012, and the brand remains the best selling e-reader in the US.
Updates to the Kindle App have kept the name compatible for use with Android and iPhone devices, and in May Amazon launched its own currency, Amazon Coins, for use on the Kindle App Store and Kindle Fire device. All Kindle Fire users in America were given 500 Amazon Coins worth $5 for free, which perhaps boosted the brand's reputation among customers.

10) Cheerios (23.7)

Cheerios is the third food and drink brand to make it to the top-ten list, behind Subway and V8. The cereal announced a new twist to its classic breakfast offerings with the Peanut Butter Toast Crunch and Honey Nut Cheerios Medley Crunch in January this year.
Cheerios gained positive media attention for its "Just Checking" spot, which featured a mixed-race family, in which a girl asked her mom if Cheerios are really good for your heart. Despite fuss made by some consumers on their social media pages, Cheerios stood by the campaign, saying General Mills casted the actors to reflect the changing US population.


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  • 133 Comments
      fcmean
      • 1 Year Ago
      built without your tax dollars.
        • 1 Year Ago
        @fcmean
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      Eta Carinae
      • 1 Year Ago
      Why all the hate for ford ? I mean I am GM fanboy but this is great news and just shows that times are changing.....if this wasn't true look at GM......once know for Its spectacular design s and automobiles to a run down company in the 80-90's and now on its way back......ford is doing the same here.......congrats
        Dean Hammond
        • 1 Year Ago
        @Eta Carinae
        Lance, easy, out and out spiteful jealousy that Ford seems to be getting good press daily........other brand loyalists cant seem to come to grips with the fact their own brand of favor doesnt seem to generate anything remotely like what ford is receiving...thank god ALL brand loyalists arent as \"youthful\" as some that frequent here, and im not pertaining to age, merely mental parameters....quite humourous sometimes...
          • 1 Year Ago
          @Dean Hammond
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          Dean Hammond
          • 1 Year Ago
          @Dean Hammond
          seriously wow dude...you need some therapy.....
          • 1 Year Ago
          @Dean Hammond
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      Jmaister
      • 1 Year Ago
      woohoo, ppl buying into the ecoboost. The styling of the revamped ford aint bad too. and mustang, mustang sounds awesome.
      Frisky_Dingo
      • 1 Year Ago
      Meh. Their lineup isn't really standout in any way. The Fiesta is decent. The Focus is cramped inside and expensive. Does drive well, though. Fusion is overpriced and has been subject to recalls and issues. Ditto the Escape. Edge is great, nothing wrong with it. Explorer is mediocre at best. Flex is underrated and overlooked. Taurus downright sucks. Trucks are good, but no longer class-leading. Expedition is horribly dated and underpowered. Mustang is Mustang, nothing else to say there. And this is the brand that's perceived as best in market place?? Okay.
        Dean Hammond
        • 1 Year Ago
        @Frisky_Dingo
        funny, about 90% of that lineup is at or close to the top of their respective class....and that INCLUDES the Imports, THIS is purely domestic, so if you would like to point out superior domestic alternatives be my guest.....be sure to mention sales numbers, because as much as i respect your opinion, in this aspect i beleive the buying publics voice is somewhat more relevent.
          Frisky_Dingo
          • 1 Year Ago
          @Dean Hammond
          I honestly didn't realize that this was just between domestic makers. But even then, I'm inclined to say that Chevy(GM) has every bit as strong of a lineup as Ford, if not better. It also depends, of course, on what their criteria was, I suppose. Asking whether or not someone has heard good or bad things seems rather misleading, as how something is perceived can be the polar opposite of how it is in real life. Cadillac deserves a big shout-out in this regard.
          Frisky_Dingo
          • 1 Year Ago
          @Dean Hammond
          I'm not sure what you were going for in that first line, but we'll agree to disagree about Chevy. The Malibu is fine. The Sonic is really good, better than the Fiesta. The Cruze is good, but I'd stop short of calling it better than Focus. The Impala dumps on the Taurus. The new Silverado, from what I've seen is quite impressive. The Camaro is better than the Mustang in every iteration save V6 form. The new C7. Traverse is better than the Explorer. Tahoe/Suburban have long ruled the fullsize SUV segment.
          Dean Hammond
          • 1 Year Ago
          @Dean Hammond
          silly me, this EMBRACES the imports...even better...be prepared for a Blog warfare....this just cant be ( that said I take ALL these surveys with a LARGE grain of salt, much like Consumer Repots test result on any automobile )
          Dean Hammond
          • 1 Year Ago
          @Dean Hammond
          frisky, it isnt, in includes the Imports...going to be some ANGRY people here that take surveys WAY too seriously...and NO, Chevy does NOT have a strong lineup...excluding cadillac, however, their sales are nothing to write home about and inventory seems to be piling up due to sales not meeting expectations...keep your eyes peeled for some really agressive Cadillac lease programs.....
          Dean Hammond
          • 1 Year Ago
          @Dean Hammond
          Frisky, malibus sales are in the tank barring TRUE Fleet sales, and unfortunately that INCLUDES rental fleets...the Sonic is NOT a better car than the Fiesta but thats subjective, the Impalas segment is/ has been stagnant for some time, but will give you that one, the Camaro is an absolute design travesty and if I recall the Mustangs sales have recently surpassed it ( could be wrong, but I WILL fess to being a Camaro hater, slit like windows do NOT cut the mustard..its bordering on dangerous ) Silverado, nice truck, being KILLED by the F-150 with the 2015 around the corner...C7 is niche and low volume, Traverse better thanthe Explorer...sales dont reflect THAt either...and check Suburban sales...now ask yourself why ford has ignored the Expedition....have i missed anything...sorry, but Chevrolets lineup pales in comparison...theres NOTHING in their lineup half way desirable or "class leading"...good solid cars yes...but lacking....
          Frisky_Dingo
          • 1 Year Ago
          @Dean Hammond
          Sales mean jack. If that's all you have to fall back on, I guess Toyota rules the roost. The Malibu has been unfairly criticized in reviews. It's kind of small in the back seat, we get it. So are a lot of other cars that don't get bashed for it.. Other than that, it's perfectly acceptable for a family sedan. I'd like to know in what way the Camaro is design travesty. If you mean just styling, that's entirely subjective. Otherwise, I could argue that any car that can go around a track much quicker than another car that weighs less and has more power is designed pretty damned well. The C7 is a niche car. A niche car that GM makes a boatload of money off of. Ford won't even try to compete in the segment. What the new F-150 may bring is a moot point for now. The new GM trucks are nice, and will be fierce competition. Tahoe/Suburban sales are fine. Those things are a cash cow, and cost very little to manufacture and update. Ford is stupid for letting the market get away from them. They have everything necessary to improve the Expedition, they're just too damn lazy to do so. Independent tests and reviews have given credibility to both the Sonic and new Impala being the best in their respective segments. And the fullsize sedan segment is currently experiencing a huge influx on sales and competitors, so there goes your theory there. And may I remind you of the Volt?? Lastly, do tell- what vehicles does Ford make that are class leading?? The Fusion was practically hyped as the second coming, but has been recalled for catching on fire (TWICE), is overpriced, underpowered, is poorly tuned, and doesn't return better mileage than the competition. BUT!! It looks like an Aston Martin, so all is apparently overlooked and forgotten.
        the.fog
        • 1 Year Ago
        @Frisky_Dingo
        It's pretty standout to people who matter... You know, people who actually BUY cars instead of talking about them on the internet.
          Frisky_Dingo
          • 1 Year Ago
          @the.fog
          People who talk about them on the internet..........like you??
          Frisky_Dingo
          • 1 Year Ago
          @the.fog
          ^ As opposed to people with poor grammar skills, like yourself??
          • 1 Year Ago
          @the.fog
          [blocked]
      carlotta
      • 1 Year Ago
      Ford is the KMart of auto companies.
      ImpulseGTO
      • 1 Year Ago
      Just shows how ignorant the general public is about automotive industry.
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        Dean Hammond
        • 1 Year Ago
        ahhh, and hes back under name #1, #2, #3 and 4 will also make an entrance, usually in the form of vote downs on valid points along with idiotic comments under various pseudonyms.....and please, enlighten us on the numbers your comments pertain too....
          Dean Hammond
          • 1 Year Ago
          @Dean Hammond
          sssshhhhhh, hes here under #2 guise, expect the gratuitous vote down for sure....I must get a mailing adress to send some Pro-active skin treatment, and diapers..........
          • 1 Year Ago
          @Dean Hammond
          [blocked]
          A P
          • 1 Year Ago
          @Dean Hammond
          I am sure you are aware that ad agencies and car companies have paid posters and 'bots to post BS on sites like this. Also AB encourages such posters because it raises hit counts which enables them to charge more for advertisements. AB is one of the worst auto sites for this.
        • 1 Year Ago
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          Dean Hammond
          • 1 Year Ago
          I heard there was 3 instances....probably more, and NOT good, but a true pittance...
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          Dean Hammond
          • 1 Year Ago
          getting the attention you need aaronm?
          Dean Hammond
          • 1 Year Ago
          I feel bad for responding, but slowly watching him self implode is priceless....
          • 1 Year Ago
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      Iain Fulton
      • 1 Year Ago
      Wow a lot of people bashing ford. Can't we just be happy for a company that was almost on the brink of not existing now being at the top of the charts making some outstanding products. Congrats ford!
      carlotta
      • 1 Year Ago
      So, low information people think Ford is good. They them rent Fords.
        Dean Hammond
        • 1 Year Ago
        @carlotta
        and the uneducated continue hating.....nice spin though...its just a survey so dont get too hurt if it differs from your own blatantly obvious bias.........
      • 1 Year Ago
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        Dean Hammond
        • 1 Year Ago
        please once AGAIN, you spout off like that then provide sources....how many instances of fire..EXACTLY,,,recalls...hmmm, TOPS in that category is toyota and GASP, your beloved Honda, EPA estimates...? what do you say to the people obtaining them?...like icemilkcoffee do you just call them outright liars?....seriously aaronm_mt, if you have SUCH a problem with a domestic manufatcurer getting some cudos, rather than post absolutely childish claptrap, go stand in the corner and hold your breath till your face turns blue and give us all a break from your BS, namecalling and baseless ddelusional posts....or at least just sign off, and quit while you are ahead...or continue making yourself look like a complete blithering idiot with multiple names.
        • 1 Year Ago
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        Randy
        • 1 Year Ago
        Such love! Lol
      me
      • 1 Year Ago
      Now if only a American can car company can make small rwd car al a s2000 miata brz. Ford seems to have trouble realizing not everyone that wants a coupe, wants a mustang. The same goes for caddy. Why does the rest of the world gets it and not US car companies.
        Turbo_S60
        • 1 Year Ago
        @me
        I think the issue is they see something like a small rwd asa niche vehicle. They are more concerned with a return on investment. Even the Mustang sells in such high numbers its a cash cow. Now I do remember Chevy considering something like this, even did a concept a few years back.
        jallen
        • 1 Year Ago
        @me
        ford doesn't need anymore niche vehicles.
      KaptnKauto
      • 1 Year Ago
      This just adds proof that the younger generations ( teens to tweens) don't know squat about cars. As this "generation knowledge download" continues onto their mobile devices and online social networks, they are losing their abilities to comprehend and analyze, simply... they are experiencing a mass 'dumb'ification' via technology.
        Bryan Rex
        • 1 Year Ago
        @KaptnKauto
        you are an idiot... I am 34, I know a LOT about cars, and i'm a fan of Ford and what they have done. I have owned fords for the last 18 yrs without ANY major problems EVER. I seriously totally abused my 93 5.0 lx... man I miss that car... anyhow.. Ford is doing great now and other brand "loyalists" are scared.
          Dean Hammond
          • 1 Year Ago
          @Bryan Rex
          easy to pick them out here Bryan...but agreed, fords getting a lot of good press lately...something that seems to pi$$ a lot of people off
        express2day
        • 1 Year Ago
        @KaptnKauto
        Yes "grandpa" and that's the type of thing "grandpas" were saying about you and your generation when you were a tween to teen. Every generation has older generations that just don't get or connect with the younger generations and vice versa. "Dang kids today...." has been the motto of older generations for centuries.
          Dean Hammond
          • 1 Year Ago
          @express2day
          and it will continue.....tech is crazy now-days, and I for one will fess to having close to ZERO interest...and I dont like what its doing to society, texting and cell phones are numbing face to face human interaction, but theres no way around it. I will admit also to NOT being a fan of My Ford Touch, its getting better, I just dont find half of its abilities relevent to my needs....some yes, most no, so, each individual has to tailor what he perceives as important to him, and not get dis-tracted with its other capabilities...
          • 1 Year Ago
          @express2day
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          • 1 Year Ago
          @express2day
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