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.”

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!