According to market research firm Buyology, 85% of the decisions we make happen subconsciously. While the truth of that may be debated, Buyology has put out its annual report on the "Most Desired Brands for 2012" based on its survey method that probes our subconscious. What brands infiltrated the top spots of our latent mind? How are they performing as businesses? Let's take a look.
Position | Men's Desired Brands | Women's Desired Brands |
---|---|---|
1 | Southwest Airlines | Southwest Airlines |
2 | Cadillac | |
3 | BMW | Hallmark |
4 | Dove | Dove |
5 | Bed Bath & Beyond | Jetblue |
6 | Apple | Kohl's |
7 | Lexus | |
8 | Sharp | Target |
9 | GE | Neutrogena |
10 | Macy's | Crest |
Source: Buyology's Most Desired Brands in 2012.
Southwest Airlines
Dove, owned by Unilever
Google
Surprisingly, Bed Bath & Beyond
Less surprisingly, the iconic Cadillac brand of General Motors
The Foolish takeaway
If these companies possess our minds and inform our actions without our conscious realization, they could have value beyond what the balance sheet reports. However, financial statements remain the most concrete data that affect stock price and value, and if these businesses fail to transform their top-of-mind awareness into bottom-line profits, shareholders will fail to be rewarded.
Three companies that do transform customers into cash -- and then shareholder value -- are revealed in our free report: "3 Stocks That Will Help You Retire Rich." If you're unhappy with your current financial situation, this report describes the habits and three stocks that can improve your portfolio -- and it's free!