News

McDonald's named a top 'family friendly' brand

February 5, 2014

A newly released study conducted by consumer research firm E-Score ranked the most appealing brands among U.S. consumers in a variety of categories. For overall appeal, Hershey's ranked No. 1, followed by Pillsbury and Amazon.

McDonald's ranked No. 4 in the "family-friendly" category, while Pizza Hut was eighth.

No restaurants made the top 10 cut in the "cool," "brand loyalty" or "innovative" categories, but Starbucks was No. 1 in the "green" category.

According to a news release, E-Score surveyed people across the country to determine America's favorite brands, as well as which ones were best defined by characteristics such as cool, sexy, reliable, green, family-friendly, innovative and other attributes to provide an in-depth look at consumer attitudes toward particular brands.

"One of the main reasons a consumer buys a specific brand is because of what that particular brand stands for," said Gerry Philpott, president of E-Poll Market Research. "A brand's attributes and personality can be an extension of how the consumer wants to represent themself (sic) and connects them to what they expect to achieve from a product or service."

The survey was conducted among 1,500 persons with general representation across income, age, education and geographic demographics to represent a cross-section of the U.S. population. More than 1,000 national and multinational brands in the U.S. were included in the study.

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