BMW named No. 2 ‘Most Desired Brands in the US’ for Men

Interesting | February 3rd, 2011 by 13
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According to Forbes Magazine, women in the United States desire Johnson & Johnson most among all brands, while men have a strong affinity for Procter …

According to Forbes Magazine, women in the United States desire Johnson & Johnson most among all brands, while men have a strong affinity for Procter & Gamble’s Crest.

But what brand comes next after the popular toothpaste? BMW brand and its vehicles. It makes sense that women would go for a maker of baby products. But oral care for men, and not cars or sporting goods?

Forbes says “the study looked at men and women’s relationships with many of the nation’s biggest brands. By examining the strength and types of those relationships on both a conscious and nonconscious level, using the tools of neuromarketing, which has been around since the 1990s, Buyology [strategic neuromarketing firm] found that men and women are drawn to different kinds of brands, and for different reasons.”

BMW named No. 2 Most Desired Brands in the US for Men

Same magazine mentions that among men, however, National Geographic is No. 3, behind only Crest and BMW, and evokes a sense of “superiority.” And Kleenex appeals to women for its packaging design, while men find that it provides emotional comfort, or “harmony.”

For men, the auto makers are dominating the top 10: BMW (No. 2), Hyundai (No. 5), and Lexus (No. 10). None rank in the top 10 for women. “While car companies may be doing things to attract women and build a relationship with them, they still have a long way to go,” says Donna Sturgess, president of Buyology.

Top 20 Most Desired Brands in the World: Women

  1. Johnson & Johnson
  2. Sony
  3. Kleenex
  4. National Geographic
  5. MasterCard
  6. Google
  7. Amazon
  8. Visa
  9. General Electric
  10. Toshiba
  11. Crest
  12. Microsoft
  13. Disney
  14. Target
  15. Tropicana
  16. BMW
  17. Febreze
  18. Ford
  19. Olay
  20. Chase

Top 20 Most Desired Brands in the World: Men

  1. Crest
  2. BMW
  3. National Geographic
  4. Panasonic
  5. Hyundai
  6. Kleenex
  7. Coca-Cola
  8. Microsoft
  9. Tide
  10. Lexus
  11. Apple
  12. Bed Bath & Beyond
  13. Ford
  14. Animal Planet
  15. Hitachi
  16. Mercedes-Benz
  17. FedEx
  18. Procter & Gamble
  19. Hallmark
  20. Geico

[Source: Forbes & Walletpop ]

Thanks for the tip Michael!

  • StraightSix

    In the world? USA maybe.

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  • belenkas

    that proves how women lovessss moneyy :D mastercard fifth VISA eigth :D

  • XC

    What? No Audis? Lol

  • http://www.zhpregistry.net ZHPRegistry

    3 up from Hyundai so I don’t know what to make of it :)

  • Clinton

    I am not sure “desired” is the right word of choice here. I can’t imagine someone would jump up and down or fist pumping to some of these brands.

    Like GEICO?!! Who wakes up in the morning and says to himself ” it is my desire to get me some insurance..”

    • http://www.facebook.com/robert.fussell Robert Fussell IV

      I agree with you. Desire is the wrong word to use. As Forbes says, “The study looked at men and women’s relationships with many of the nation’s biggest brands”. Although Forbes doesn’t explicitly tell us what questions were asked and what methodology the researchers used but my best guess is that these Name Brands are the most likely to produce “feel-good” emotions for buyers. For example Nat Geo is said to evoke a sense of superiority and Kleenex a sense of comfort and well being for men. It’s true for most people; certain brands provoke certain emotions. It’s interesting to see which Name Brands give men and woman the best “vibes”.

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  • http://www.galpin.com/ Los Angeles Used Cars

    I disagree with the study 100 percent. I am a female and Johnson & Johnson and Disney & National Geographic have no appeal to me in the least! Brands I like : Bmw, Mercedes, Porsche, Dior, Chanel, MAC (not the computer!).

  • Jackie

    Not all women want babies btw. Some women such as myself don’t want kids at all. I find studies like this infuriating because it stereotypes women like a bunch of crazy baby craving maniacs. More and more women are choosing not to have kids.

  • BMfan

    @Jackie, women like you are one out of 10million and statistically that cannot count.
    Am even doubting you are indeed a woman. “More and more women are choosing not to have kids”-a very deceptive statement at best. More and more possibly meaning from 0.1% to 0.13% or something.
    Complete departure from the norm-if out of 10million women,1 doesn’t want a baby, how does it make a difference what the generality of men and women want?

  • tweer

    Mercedes-Benz HAHA where is and viper and his other accounts?

  • Artmic

    Hyundai is on the most desired? WTF? this list is stupid and not accurate… unless they asked total morons.

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