Volkswagen Takes Top Spot On The Top 10 Most Hated Brands In The US

Volkswagen Takes Top Spot On The Top 10 Most Hated Brands In The US

It goes from bad to worse for embattled car marque Volkswagen with the fallout from last year’s diesel emission admissions continuing to haunt the brand.

According to new research by consultancy firm Brand Keys, the German auto manufacturer has taken the number one spot for failing to meet customer expectations – or “emotional engagement” – in its annual top 10 list of brands US consumers simply can’t stand anymore.

The scores, which are out of 100, were calculated from a survey taken by 43,000 people to measure how brands “disappointed their own customers.

Volkswagen scored a paltry 29 percentage points to take the number one spot.

The second most hated brand in the US was Blackberry that wasn’t far off VW with an engagement score of just 30 per cent. Troubled youth fashion retail American Apparel came in third with 38 per cent following recent boardroom dramas, plummeting sales and mass staff lay offs.

The sandwich chain Cosi was fourth with 39 per cent following recent management changes.

It’s clearly not a good time to be a youth fashion retailer in the US with Aéropostale coming in fifth following news that it will close 100 stores across the States and has filed for bankruptcy protection.

The remaining brands came in from sixth to tenth position – (department store) Sears, (e-book retailer) Kobo, (beer brand) Budweiser, (sports apparel retailer) Sports Authority and in tenth was (health food firm) Whole Brands.

Brands in 2015’s top 10 list who managed to improve in the eyes of their customers included McDonald’s, (fashion label) Abercrombie and Fitch, (pain relief firm ) Tylenol and (beauty brand) Coty.




Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]