While we in the finance world tend to focus on revenues, earnings and the like, we often forget that consumers — through their shopping choices, casual chatter and overall spending habits — are the driving force behind such numbers.
So, we took a look at YouGov BrandIndex’s Buzz score, which rates consumer feedback on countless popular brands. The survey asks 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?”
While such a methodology is far from perfect, it can shed some light onto the general perception of brands we encounter every day. Positive buzz doesn’t always help stock performance, but it sure can’t hurt.
Apple (NASDAQ:AAPL), for one, fell out of the top 10 in U.S. last year — just as its stock has taken a beating of late. But the company made the top 10 for six of 11 countries in which the survey was conducted … and its iPad and iPhone were counted separately. Each product, along with the parent company, made the top 25 in the U.S. That’s still solid. The strongest international performer of 2012 was Samsung (PINK:SSNLF). The company made the top 10 for eight of the 11 countries monitored … but didn’t make the cut here in the states.
With that in mind, let’s take a look the top 10 brands that did perform well in the U.S. for 2012: