Coke clearly held on to the top spot for yet another year, but the top ten positions included Colgate, which came in second place, and Lifebuoy soap and the Dove hair and skin care brands which came in at fourth and ninth place respectively.
Brand Footprint rates each brand according to Consumer Reach Points (CRP), which underlines the penetration and recognition of the brand, together with the sales that it achieves.
Colgate leads the personal care bunch
Coca-Cola scored a total of 5.7 million CRP, which was a 2% dip on last year’s result, while Colgate scored 3.9 million CRP, a rating that was up 3% on the previous year, underlining a good year for the Colgate oral care brand that saw it maintaining its position.
But the Lifebuoy brand saw even bigger gains, with its CRP rating rising 7% to 2.4 million, which helped boost its ranking in the table by one place.
Dove has received a lot of attention for its recent brand and advertising campaigns, which have stayed clear of celebrity style campaigns and featured ‘real’ people.
And it seems that the approach is really paying dividends, as the researchers at Brand Footprint recorded a significant jump in its CRP rating, which rose 6% at 1.44 million.
Hair care brands feature prominently
Hair care brands also did well in the scoring, with Pantene placing 11th, Sunsilk 15th and Head & Shoulders coming in at 27th, although both Pantene and Head & Shoulders both lost ground compared to last year’s rating.
Toothpaste brands also featured prominently in the rest of the top 50, with the Pepsodent and Close-up brands coming in at 19th and 49th positions respectively.
Other personal care brands in the top 50 included Lux soap in the 13th position, Safeguard in 32nd, Nivea in 35th, Rexona in 36th and Gillette razors in 45th place.
For more information and a breakdown of the Brand Footprint research, please click here.