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.

  • 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
  • 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
  • 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
  • Non-alcoholic Beverages

    Non-alcoholic Beverages

    • Pepsi
    • Coca-Cola
    • Vitasoy
    • Red Bull
    • Innocent
    • hohes C
    • President
    • Lipton
    • Nescafé
    • Lavazza
  • Technology

    Technology

    • Facebook
    • Twitter
    • Google
    • 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
  • Retail

    Retail

    • Walmart
    • Target
    • IKEA
    • Amazon
    • eBay
    • Edeka
    • John Lewis
    • Tesco
    • Asda
    • 360Buy
    • Taobao
    • Zalando
    • Dm
    • Boots
    • Woolworths
    • Coles

BRAND LIST