The Brand Impact Index findings also show that:

The highest performing brands have strong loyalty among consumers: 79% are more likely to try new products, services and experiences from them; 78% are more likely to consider them the only option; and 75% are more likely to be willing to pay a premium for these brands.
Among the highest-ranking brand categories are household and personal care products that satisfy hygiene needs, and sports brands that build community. Ranking low are social media platforms, media and broadcasting organizations, and dating apps. Millennials hold the highest expectations for brands (even above Gen Z), while Baby Boomers hold somewhat lower expectations.
Innovation is deeply important for consumers. Top performers here included Apple, Microsoft and Samsung. The categories seen to be underperforming were financial services, connectivity and utilities, and dating apps, which were typically scored down for not offering sufficient quality in their products, particularly in digital experiences.
Brands need to focus on sustainable products and services. The highest ranked categories here include wellness, nutrition and personal care. Surprisingly, another high scoring category is financial services – where forward-thinking brands are acting as conduits for change by helping to funnel investment into sustainable areas. Lowest performing categories include social media and sports as they are typically perceived as falling short of working to create a better world.
When it comes to understanding consumers, the top performing brands tend to come from food, personal care and homecare. Top brands here include Breyers, Betterment, Lego, Disney and KitchenAid."Consumers are looking to the brands they love for leadership in creating a world that is more equitable and sustainable," said Chris Fosdick, growth strategy expert at PA Consulting. "Dawn is a well-known, familiar, time-tested brand found in many US homes and they are also one of the rare CPG brands that conjures an immediate association with doing something positive in the world. Therefore, it seems fitting for Dawn to be ranked first in the Brand Impact Index."

Click here to read more about the Brand Impact Index

PA Consulting's Brand Impact Index: Dawn Ranked Top for US Brand Perception

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