14 November 2012 - 8:04pm | posted by | 0 comments

Short list announced for US Brand of the Year : No Pepsi, no Bud in sight

Which name will win the accolade of America's Brand of the Year? Ace Metrix has revealed its "Watch List" for the US, naming the top five brands in each of 15 industries . In January it will announce its Brand of the Year based on data from the entire 2012.

The California -based measurement firm scored national TV spots from 23 industries and 85 categories, rating brands that ran five or more creative pieces during 2012 as of Nov. 1. Each brand commercial was put before a consumer panel of at least 500 to rate the spot's effectiveness.

On beverages, craft brewers such as Blue Moon and Samuel Adams are featured prominently on the Watch List. Also on the list: Jack Daniels and Maker's Mark whiskeys . Heineken completes the five, ("Fancy a beer, Mr Bond?). Missing are big U.S. beer brands like Budweiser, Miller and Coors .

In soft drinks Pepsi and Dr. Pepper are off the list. .  Apart from Olympic sponsor Coca-Cola , three of the top five non-alcoholic brands are non-soda drinks,­ including Ocean Spray, Tropicana and Gatorade. 

In Technology there was fierce competition among tablet makers and smart phones : Apple and Samsung both found a place on the Watch List, Apple for their iPhone ads and Samsung for their tablet ads.

Adweek points out that the iPhone5 , despite running one-third as many ads this year, is still stronger than the Galaxy S III and made the watch list while the Samsung phone did not .

Samsung, however, made the list for its tablet ads (see a TV spot here) while Apple did not for the popular iPad.

In General business, The Olympics benefited brands like Procter and Gamble, General Electric, Coca-Cola and Visa and AT&T, each on the Watch List. 

"The state of the economy, events like the Olympics, as well as just plain old clever marketing strategies have boosted some brands significantly, particularly in the beverage, restaurant, technology, and general business sectors,” said Peter Daboll, CEO of Ace Metrix.

“One key example of an economic influence on brand choice is in the restaurant sector.  Casual dining restaurants, which have seen the highest scores, representing a small luxury that Americans can indulge in, with many of the ads touting value as a key selling point.”

You can see the whole list here. The order of the brands in each group of five is random: http://www.acemetrix.com/news/press-releases/ace-metrix-releases-brand-o...

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