YouGov’s Brand Index has just published its 2015 Best Brand Rankings, revealing that Levi’s was the ‘Top Buzzed’ denim brand among consumers in the last year.
On YouGov’s apparel and footwear “Top Buzz Ranking“, Levi’s placed fourth, with a “buzz score” of 9.5. Three footwear brands placed ahead of Levi’s, with Nike, Skechers, and New Balance placing first, second and third respectively.
YouGov’s Brand Index measures a brand’s “buzz score” by asking poll respondents “If you’ve heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?”
Buzz scores can range from 100 to -100 and are compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback. In the case of Levi’s 9.5 score, it means the brand not only received a large quantity of buzz, but that most of what consumers thought about the brand was positive.
Levi’s performance in YouGov’s poll echos findings in other studies that 2015 was a strong year for denim brand-wise. Recently Edited, a UK-based retail analytics company, found that skinny jeans were the top marketing trend of the last year across all retail brands.