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.
Men's Desired Brands
Women's Desired Brands
|1||Southwest Airlines||Southwest Airlines|
|5||Bed Bath & Beyond||Jetblue|
Source: Buyology's Most Desired Brands in 2012.
Dove, owned by Unilever
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.
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Fool contributor Dan Newman does not know why he just drove a BMW to pick up some Dove products at Bed Bath & Beyond. He also does not own shares of any companies mentioned above. Follow him @TMFHelloNewman. The Motley Fool owns shares of Google and Apple. Motley Fool newsletter services have recommended buying shares of Google, Apple, Bed Bath & Beyond, Southwest Airlines, Unilever, and General Motors, as well as creating a bull call spread position in Apple. Try any of our Foolish newsletter services free for 30 days. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.