Since 2010, Added Value has been annually measuring brand VIBE in the USA. In 2013, we took the study global.
We asked
We spoke to men and women, at least 16 years of age (or legal drinking age for alcoholic beverages) in 10 countries.
62,250 people, ages 16+, 160 brands, with the sample sourced by Lightspeed Research.
People rated one brand they were randomly assigned to. To qualify, they must have heard of and had some familiarity with the brand. Each brand was then measured on a set of attributes determining its VIBE.
Additionally, for each brand we also explored: its brand equity using Added Value’s proprietary Brand Navigator™ Iceberg and its archetype via CharacterLab™
The brands included represent a range of products and services, cutting across 15 broad sectors.
Note: not all brands were asked in every market.
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Automotive
Automotive
- Honda
- Toyota
- Ford
- Chevrolet
- Hyundai
- Nissan
- Volkswagen
- Jeep
- Peugeot
- Citroën
- Renault
-
Premium Automotive
Premium Automotive
- Mercedes
- BMW
- Audi
- Jaguar
- Land Rover
-
Motorcycle
Motorcycle
- Harley-Davidson
- Ducati
- Vespa
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Banking And Financial Services
Banking And Financial Services
- Citibank
- HSBC
- Prudential
- AIA
- Hang Seng Bank
- Standard Chartered Bank
- Volksbanken
- Raiffeisenbanken
- Deutsche Bank
- ING DiBa
- Barclays
- Lloyds TSB
- RBS
- Commonwealth Bank
- Westpac
-
Beer
Beer
- Budweiser
- Dos Equis
- Corona
- Heineken
- Tsing Tao
- Harbin
- Tiger
- Carlsberg
- Blue Girl
- Becks
- Jever
- Stella Artois
- Peroni
- Kronenbourg
- Carling
- Fosters
- Nastro Azzurro
-
Spirits
Spirits
- Absolut
- Smirnoff
- Chivas Regal
- Johnnie Walker
- Jack Daniel's
- Bundaberg Rum
- Martini
-
Apparel
Apparel
- Levi's
- Nike
- Adidas
- Victoria's Secret
- Gap
- H&M
- TOMS Shoes
- Diesel
- Clarks
- M&S
- Benetton
- Stefanel
- Sisley
- Zara
- Puma
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Luxury
Luxury
- Louis Vuitton
- Chanel
- Burberry
- Dior
- Prada
- Gucci
-
Food And Snacks
Food And Snacks
- Barilla
- Buitoni
- Rio Mare
- Lay's
- Pringles
- Walkers
- Doritos
- Häagen Dazs
- Red Rock Deli
- Nestlé
- Dannon
- Smith's
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Non-alcoholic Beverages
Non-alcoholic Beverages
- Pepsi
- Coca-Cola
- Vitasoy
- Red Bull
- Innocent
- hohes C
- President
- Lipton
- Nescafé
- Lavazza
-
Technology
Technology
- Yahoo!
- Apple
- Microsoft
- Sony
- Samsung
- Tacent
- Sina
- Lenovo
- Nokia
- Philips
- LG
- Canon
- Nikon
-
Telecoms
Telecoms
- Verizon
- Sprint
- AT&T
- T-Mobile
- SingTel
- StarHub
- Vodafone
- Tim
- Wind
- iiNet
- Telstra
- Optus
- O2
-
Personal Care
Personal Care
- Dove
- Nivea
- L'Oréal
- Estée Lauder
- Colgate
- Sensodyne
- Signal
-
Quick Service Restaurants
Quick Service Restaurants
- Subway
- Starbucks
- McDonald's
- KFC
- Burger King
- Chipotle
- Maxim's
- Pret a Manger
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Retail
Retail
- Walmart
- Target
- IKEA
- Amazon
- eBay
- Edeka
- John Lewis
- Tesco
- Asda
- 360Buy
- Taobao
- Zalando
- Dm
- Boots
- Woolworths
- Coles