Volkswagen rebuilds to #1 in Love Rankings

Brand success, which is often measured by sales and profits, continues to be significantly influenced by the strength of the consumer-brand relationship.

“Marketing messaging and product focus can significantly influence the way that consumers think and feel about a brand”, said Mike Weil of Brand Health Gurus. “Our research design measures emotional and rational brand perceptions, including advertising impact, providing valuable feedback and strategies for marketers to strengthen their own consumer-brand relationships.”

Highlights:

• Volkswagen (62.2%) Love score improves in the first quarter during redesigned Jetta launch, lifting the brand’s Love score into the #1 position, ahead of Nissan.  Nissan (59.8%) has maintained the #2 position for three consecutive quarters and is statistically even with Volkswagen.
  
• Chevrolet (53.7%) loses significant momentum in the first quarter during the Traverse campaign, slipping into the #4 position.  Deterioration of the consumer-brand connection can indicate a coming challenge, if not corrected, limiting future sales and profits success.
  
• Ford (49.8%) gives up previous gains as marketing transitioned to creating awareness of the all-new Maverick pickup truck.
  
• Kia (46.4%) Love score remained mostly unchanged, though slipping two positions as competitors Honda (50.7%) and Jeep (46.7%) gained strength and moved up in the rankings.

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