Qantas Loses Out to Virgin Blue in the Best Brand Battle

The Brand Surgeon, Paul Harmer, surveyed 2,092 people aged 19-66 to help compile a list of the top 10 most liked and disliked brands on the market. Options covered a range of traditional commercial brands, internet and social media sites and personal brands.

The survey reveals that of the options Google (1) is the most liked brand out there, closely followed by Obama (2). On the flipside, surveyed individuals reacted most negatively towards brands such as Twitter (1) and Telstra (5). Comparisons of similar brands showed Virgin Blue (10) beating out Qantas (17) comprehensively for the title of best airline brand.

“What made this survey even more interesting were the two or three word comments made by participants. Whilst everyone voted for their top ten best and worst, there were some brands that polarised or stimulated intense opinion” said Paul Harmer, founder of The Brand Surgeon.

“Interestingly, some of the brands near the top of the best-brand list also appeared in the top ten most disliked brands. Commonwealth Bank showed this polarisation of opinion, with 906 people for (9) and 1146 against (2)”.

Over the past 25 years, branding strategist and author Paul Harmer has learned from the experts experiencing what it takes to achieve brand success. Harmer has worked with psychologists, top executives and some of the most successful brand owners on the planet. He has seen brand owners both struggle and thrive in creating the right powerful brand experience, producing the recipe for brand glue and greater profits. 

The top 10 most liked brands on the survey were:

Google
Obama
Ikea
YouTube
Facebook
Mercedes
The Body Shop
Apple
Commonwealth Bank
Virgin Blue/ Samsung