YouGov’s Brand Index has just published its 2015 Best Brand Rankings, which measures the “top buzzed” brands of the past 12 months. Leading the pack with a “buzz score” of 15.9 was Nike, followed by Skechers and New Balance rounding out the top three.
2015 was an especially strong year for Skechers, who was named the “top buzz improver”. The brand made more positive movement in the last year than any of its rivals, jumping 1.5 points from a “buzz score” of 11.1 in 2014 to a score of 12.6 in 2015.
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 Nike’s 15.9 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.