A recent survey by YouGovPolimetrix shows that the economic downturn is having a significant impact on how consumers perceive brand value.
To examine the value of brands for its BrandIndex survey, YouGovPolimetrix collected data for two months, between 1 September and 27 October, sampling responses from an online panel of over 1 million consumers.
The time frame was chosen specifically to examine the impact of the economic crisis on brand perception: it revealed a focus among consumers on “bargain brands” (such as Wal-Mart or Old Navy), as opposed to more expensive, high-fashion brands.![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEimvaEWjKGTWxSYw4PcfQWYEUrV_cP61PlgViCaQeGULC-a5d2FAD5_H-9bnXaETnaF91BfpflEgv1lujdfe11U-xsM0CKp8kYyVDJHKttPDYWBaB9nu5GtPa_cq0FLV8qhLtWUBOBLzgQ/s200/YouGovPolimetrix.jpg)
The five brands with the highest consumer perception value were Craftsman, History Channel, Discovery Channel, Google and Rubbermaid. Maybe unsurprisingly, financial services firms have dropped significantly during this period, reflecting a loss of consumer confidence.
To examine the value of brands for its BrandIndex survey, YouGovPolimetrix collected data for two months, between 1 September and 27 October, sampling responses from an online panel of over 1 million consumers.
The time frame was chosen specifically to examine the impact of the economic crisis on brand perception: it revealed a focus among consumers on “bargain brands” (such as Wal-Mart or Old Navy), as opposed to more expensive, high-fashion brands.
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEimvaEWjKGTWxSYw4PcfQWYEUrV_cP61PlgViCaQeGULC-a5d2FAD5_H-9bnXaETnaF91BfpflEgv1lujdfe11U-xsM0CKp8kYyVDJHKttPDYWBaB9nu5GtPa_cq0FLV8qhLtWUBOBLzgQ/s200/YouGovPolimetrix.jpg)
The five brands with the highest consumer perception value were Craftsman, History Channel, Discovery Channel, Google and Rubbermaid. Maybe unsurprisingly, financial services firms have dropped significantly during this period, reflecting a loss of consumer confidence.
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