Y&R BAV Worldwide asked consumers to choose their favorite brands in specific categories. "Consumers of all ages want brands to feel personalized and meaningful to them," said Y&R BAV president Michael Sussman. "If a brand isn't resonating with a particular age group, it's helpful to look at the entire brand landscape to see which brands are reaching those customers and why. Then, ask: 'Is there something I'm not communicating about my brand that these specific consumers appreciate in other brands?'"
We looked at four categories surveyed—sunglasses, rental cars, airlines and food—to see where loyalties lie: