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Which brands do consumers see delivering high value?

Depending on how deep you want to dive, today’s post has a lot on customer value, which is certainly a core principle of marketing.

The “US Value Rankings 2024” report by YouGov provides insights into how Americans perceive the value offered by over 2,000 brands across 40 industries. The analysis reveals trends in consumer behavior amid inflationary pressures, with a significant focus on affordability and quality. Amazon leads as the top value brand, praised for its delivery speed, product selection, and membership benefits. Key sectors, such as retail (Walmart and Home Depot) and grocery (Aldi), also feature prominently for delivering strong value. The rankings are based on net value scores, combining positive and negative consumer perceptions.

The report highlights demographic and regional differences in value perception. For instance, women are more likely than men to notice price increases, and value preferences vary across income levels and geographic regions. Notable industry trends include improvements in perceived value for car brands, cable streaming, and travel. While affordability is a common theme, quality also plays a critical role, as brands with high-quality reputations often score well in perceived value. The data underscores evolving consumer priorities, emphasizing a balance between cost efficiency and product reliability.

For a neat little graphic (based on the YouGov report) that you could show in class, check out this Sherwood News article, “From Amazon to Ozempic, the brands Americans think are the best and worst value” (graphic below). And/or you could add the “30 Elements of Value” from Bain.

Each offers a nice tie into our Chapter 1 discussion of value. Or they could be discussed when you cover branding (Chapter 8) or price (Chapters 17 and 18). A draft of this blog post was created by ChatGPT.

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