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Top 25 Consumer Brands Women Are Talking About – September 2010 Results

When I was comparing September’s “Women at NBCU’s Brand Power Index” with last month’s scores, it felt a bit like watching the BCS countdown last night. Even though I was trying to figure out which teams must win or lose so that my team can go on to win the National Championship, I know things will most likely change dramatically by next week. There’s a reason for that. Some teams will do things right this next week – and some teams won’t.

The difference in college football is that there can only be one real winner at the end of the season. For consumer brands, many more can win by listening and responding to what women want.

“It is amazing to see how quickly a brand’s energy can be elevated by marketing and promotional strategies – even in just a month,” said Tony Cardinale, SVP of Strategic Research Insights for NBC Universal Women and Lifestyle Entertainment Networks.

Among the Top 25 Brands in September (of the 500 analyzed):

  • 4 stayed the same at the same position
  • 7 moved up
  • 8 moved down
  • 6 were new to the list
  • 6 dropped below the Top 25

Also, according to Cardinale, “social media campaigns continue to spark a lot of dialogue and move the needle, and television remains a powerful influence.” For example, this month “One a Day” by Bayer moved up 241 spots from #381 to #140 as a result of their “whatmatterstoyou.com” social campaign.

And auto companies, that leveraged the power of social media to introduce new car models, also performed well this month. Chrysler, who unveiled several new 2011 models via Facebook, was up 38 spots from 132 to 94. Also, Ford and Honda, who have also used Facebook in this way, ranked high (#5 and #9 respectively).

For the month of September, the following consumer brands made the top 25. ( ) shows as compared to August

1.     Wal-Mart (same)
2.     Target (same)
3.     eBay (up 1)
4.     Verizon (down 1)
5.     Ford (up 3)
6.     Coca-Cola  (same)
7.     iPhone (up 15)
8.     AT&T  (down 3)
9.     Honda (new to top 25)
10.   Pepsi (same)
11.    iPod  (new to top 25)
12.   Amazon.com (down 3)
13.   Toyota (up 5)
14.   Sears (up 5)
15.   Similac (new to top 25)
16.   Bank of America (down 9)
17.   Microsoft  (up 6)
18.   Netflix  (up 2)
19.   Tylenol (new to top 25)
20.  McDonald’s (down 9)
21.   Sprint (down 9)
22.  Kohl’s (down 1)
23.  Chevrolet (new to top 25)
24.  Samsung (new to top 25)
25.  Comcast (down 9)


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Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email
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2 Responses

  1. Very interesting. I am surprised that ipod is new to the list, and that a cable company made the list. Thanks for sharing!

  2. […] The women entrepreneurs highlighted in the Forbes article “get it” as does media giant NBC Universal. A few years ago, the company developed a female-targeted ad sales, marketing and research initiative, which produces a monthly brand index designed measure the 25 brands that are most important to women. […]

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