Most Desired Brands: a Neuromarketing Ranking

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Buyology Inc. has released its “first annual” list of the most desired brands in the U.S. Of interest to Neuromarketing readers is that the list is based on the firm’s Neurotypes brand profiling technique, which uses a combination of EEG brain monitoring and eye-tracking data.

First, here are Buyology’s top brands:

Top 20 Most Desired Brands in the World
Rank Women Men
#1 Johnson & Johnson Crest
#2 Sony BMW
#3 Kleenex National Geographic
#4 National Geographic Panasonic
#5 MasterCard Hyundai
#6 Google Kleenex
#7 Amazon Coca-Cola
#8 Visa Microsoft
#9 General Electric Tide
#10 Toshiba Lexus
#11 Crest Apple
#12 Microsoft Bed Bath & Beyond
#13 Disney Ford
#14 Target Animal Planet
#15 Tropicana Hitachi
#16 BMW Mercedes-Benz
#17 Febreze FedEx
#18 Ford Procter & Gamble
#19 Olay Hallmark
#20 Chase Geico


The actual methodology used to produce this brand ranking is a bit sketchy. (The Buyology release is here, and currently heads the rankings as being most desired brands in the U.S., while the table itself says “world.”) Buyology uses a matrix of four primary and four secondary attributes they call “neurotypes,” which they define as,

Neurotypes™ (non-conscious relationships) quantitatively determine which of sixteen relationships a brand or business currently has for a given target audience and the relative strength of the relationship, or signal strength, relative to competitors and other, beacon brands who, although they may be outside the category, have successfully established similar relationships.

Their matrix looks like this:

Data Collection

The details of how brands were assigned to each category aren’t given, but the Buyology website does offer this description of their approach:

Buyology has developed proprietary physiological measurements based on brain and eye reaction to marketing stimulus that directly impacts in-market performance. These measures are collected either via Central Location Testing utilizing medical grade EEG and state-of-the art eye tracking equipment or via a global pre-recruited in-home panel via web-based stimuli and Bluetooth EEG collection equipment.

More Questions?

While intriguing, without more data these rankings raise more questions than they answer. Are “Awe,” “Superiority,” “Harmony,” and “Exploration” really the four key attributes of a brand? And is it possible to measure them with EEG and eye-tracking if they are?

And, the most important question, do men really desire Bed, Bath, & Beyond as much as this ranking suggests?

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