IRVINE, CA - Kelley Blue Book announced the winners of the 2011 Brand Image Awards. These awards, based on consumer perception data from the company's Brand Watch study, honor those brands that have most successfully captured positive consumer attention.
2011 Best Value Brand: Honda
2011 Most Family-Friendly Brand: Toyota
2011 Most Rugged Truck Brand: Ford
2011 Best Exterior Design Brand – Non-Luxury: Ford
2011 Best Exterior Design Brand – Luxury: Cadillac
2011 Best Interior Design Brand: Cadillac
2011 Best Comfort Brand: Cadillac
2011 Best Performance Brand: BMW
2011 Coolest Brand: BMW
2011 Best Prestige Brand: Mercedes-Benz
The 2011 Brand Image Awards, presented to the top brands in 10 categories, are based on consumer automotive perception data from Kelley Blue Book Market Intelligence's Brand Watch study. Brand Watch is an online brand perception tracking study tapping into 12,000+ in-market new-vehicle shoppers annually on Kelley Blue Book's kbb.com. The highly comprehensive Brand Watch report provides a detailed look at in-market new-vehicle shoppers' perceptions of brands and important factors driving their purchase decisions while they are in the midst of the shopping process. The Kelley Blue Book Brand Image Awards recognize automakers' outstanding achievements in creating and maintaining brand attributes that capture the attention and enthusiasm of the new-vehicle buying public.
This marks the fourth year Kelley Blue Book has awarded manufacturers the Brand Image Awards, and there are multiple repeat winners. Mercedes-Benz has captured Best Prestige Brand for the fourth year in a row, demonstrating that it has prevailed in securing a long-term perception among in-market car shoppers as the most prestigious brand. One of the most important factors among new truck buyers is "ruggedness," and for three years running Ford has claimed the Most Rugged Truck Brand title among consumers.
This year Cadillac is bringing home the most 2011 Brand Image Awards, standing out in consumer's minds for exterior design in the luxury category, as well as both interior design and comfort. In addition to its aforementioned truck award, Ford also wins this year for exterior design in the non-luxury category. Furthermore, BMW wins two awards for 2011, capturing new-car shoppers' mindshare in the categories of performance and coolness.
"When it comes to marketing many believe that 'perception is reality,' so the winners of Kelley Blue Book's 2011 Brand Image Awards have an obvious leg up on success," said Jack R. Nerad, executive editorial director and executive market analyst for Kelley Blue Book's kbb.com. "The winners have persuaded the car-buying public of the desirability of their vehicles, and that correlates well with success in the marketplace. And since the Brand Image Awards are chosen by in-market car buyers, they are obviously reaching the right group."
