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In nutrition they say you are what you eat. In auto marketing the corollary might well be you are what people say you are. That is what the Kelley Blue Book Brand Image Awards are all about. The market research that is synthesized in the awards examines consumer perceptions about each automotive brand, and the award winners represent those brands that are faring the best in consumer perception in their individual categories.

The Brand Image Awards are presented to the top brands in 10 categories, based on detailed data from Kelley Blue Book Market Intelligence's Brand Watch(tm) study. We do a lot more than convening a few focus groups to get this data, too. Brand Watch is an online study that taps into 12,000+ in-market new-vehicle shoppers who do their research on Kelley Blue Book's kbb.com. Coveted in the industry, the Kelley Blue Book Brand Image Awards recognize automakers' outstanding achievements in creating and maintaining brand attributes and imagery that engenders enthusiasm among new-vehicle buyers.

Toyota | 2011 Most Family-Friendly Brand
In 2010 the term "Swagger Wagon" helped put the revamped Sienna minivan in the minds of millions. With a lineup rich in family-friendly models - Camry, Highlander and Sequoia to name but a few - Toyota is set to remain a staple in family car buying for years to come.

Honda | 2011 Best Value Brand
What defines a good value? When it comes to new cars, we like to factor in affordability, reliability and good resale value - all of which remain Honda hallmarks. While competitors continue to push bolder designs and optimistic fuel economy figures, Honda stays the course with a strong focus on all-encompassing value.

Ford | 2011 Most Rugged Truck Brand
Who makes the toughest truck in America, according to America? That would be Ford. Again. For a third year running, Kelley Blue Book visitors have named Ford the Most Rugged Truck Brand. Not coincidentally, the Ford F-150 remains the best-selling vehicle in the country -- now for 29 years running. It's not hard to see why the F-150 is the people's choice -- pairing a go-anywhere and do-anything attitude with an enviable list of features, the F-150 is a proven work and play machine.

Ford | 2011 Best Exterior Design Brand - Non-Luxury
In 2010 we wrote that Ford was the midst of a product renaissance, and the last twelve months have proven that the company's revitalization isn't over yet. From a refreshed Edge, all-new Explorer, more muscular Mustang and the introduction of the Euro-flavored compact Fiesta, the Dearborn-based automaker has been busy redefining its look. And, as evident in Ford's increasing sales, the American public has proven that they like what they see.

BMW | 2011 Best Performance Brand
Anyone who's driven a BMW will understand why the team from Munich won best Performance Brand for 2011. With powerful yet increasingly efficient engines, legendary ride and handling, and aggressive looks to match, BMW's vehicles are the yardstick by which innumerable carmakers measure their products.

BMW | 2011 Coolest Brand
Defining "cool" is tricky business, but BMW certainly has most of the boxes checked. Effortless performance? Avant-garde styling? A heritage worth remembering? Check, check and check. For some, cool is synonymous with desirable. If resale value and sales figures are any indication, BMW has that box checked, too.

Cadillac | 2011 Best Exterior Design Brand
In our opinion, the Cadillac CTS deserves at least 75% of the credit for securing this award. Yes, the big, bad Escalade is impossible to ignore and the SRX crossover is a nice interpretation of Cadillac's current design ethos, but the CTS Sedan is the car that put Cadillac design on the map (this time around, anyway). Recently expanded to include sporty wagon and positively outrageous coupe versions, the CTS lineup features design that's strong enough to lift an entire brand.

Cadillac | 2011 Best Comfort Brand
The Cadillac lineup is far bolder and sportier than it was just a decade ago, but the Cadillac-comfort connection remains steadfast in the minds of car buyers. And even if its cars aren't as soft and squishy as they were the first 100 years - Cadillac's best-selling CTS is a bona-fide sports sedan -- rich materials, fancy features and world-class interior design deliver 21st-century comfort.

Cadillac | 2011 Best Interior Design Brand
1 of 3 wins for the brand this year, Cadillac's interior design award is a complement to its award for comfort. Rich in wood and leather, with classic details like double French stitching and modern touches like excellent LCD graphics, Cadillac interiors deliver a balance of comfort, quality and performance that's in perfect harmony with the brand as a whole.

Mercedes-Benz | Best Prestige Brand
Kelley Blue Book visitors have named Mercedes-Benz the Best Prestige Brand 4 years in a row, and the office odds-makers are bullish on 5. There's just something about the 3-pointed star and the rich history of sophistication behind it that no competing automaker can touch right now.

 

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I'm surprised Hyundai didn't make that list at all, they're doing really well lately.
 

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Discussion Starter #3
2012


In some situations, what people think about you is more important than who you really are. While we are not suggesting you just whistle a happy tune as you go through life, we at Kelley Blue Book have decades of experience in the fact that perception drives value. Some brands have higher initial value and retain their value better than others because the collective wisdom of the market (read ''consumer perception'') says it should be so. With this in mind we at Kelley Blue Book keep very close tabs on how car buyers feel about cars and the brands that offer them.

A great deal of that knowledge is accumulated in the annual Kelley Blue Book Brand Image Awards. The market research that forms the basis of the awards examines consumer perceptions about each automotive brand, and the award winners represent those brands that capture the highest level of consumer perception in their individual categories.

The key research vehicle for the Brand Image Awards is Kelley Blue Book Market Intelligence's Brand Watch study. Brand Watch is an online study that taps into 12,000+ in-market new-vehicle shoppers who do their auto-related research on Kelley Blue Book's kbb.com. Representing the combined wisdom of the American car-buying public, the Kelley Blue Book Brand Image Awards recognize automakers' outstanding achievements in creating and maintaining brand attributes that engender enthusiasm among new-vehicle buyers.


2012 Most Trusted Brand: Honda

Without surprising anyone, our inaugural Most Trusted Brand award goes to a name that's practically synonymous with reliability and dependability. Honda's vehicles enjoy a decades-deep reputation as the smart choice in so many of the categories in which it competes.

2012 Best Value Brand: Honda
Many car buyers assume a vehicle's sticker price is the most significant monetary factor when choosing a car. While it's certainly an important consideration, Honda's reputation for superb resale value, exceptional quality and legendary dependability continues to raise the bar in respect to automotive value.

2012 Most Family-Friendly Brand: Ford

Ford's revamped people-shuttling vehicles have struck a chord with those looking to haul growing families and their gear in safety and comfort. The re-invented Explorer has helped lead this effort thanks to its more car-like ride and seating for up to seven, while good looks and roomy interiors have attracted others to the Taurus sedan and Flex crossover.

2012 Best Interior Design Brand, Non-Luxury: Ford
Ford's upscale interior styling seemingly blurs the line between luxury and non-luxury interior design. Overflowing with high-quality materials and the latest high-tech gadgets, Ford interiors break the perceptions of what can be achieved in a mainstream vehicle.

2012 Most Rugged Truck Brand: Ford
In 1925, Ford produced its 1st ever pickup truck. 87 years later, Ford's F-150 has become the quintessential American truck and the country's best-selling vehicle for 3 decades. From ranchers to boaters to the everyday Joe, the Ford F-Series offers something for anyone seeking a durable pickup with everyday versatility.

2012 Best Exterior Design Brand, Non-Luxury: Ford
A bold, dynamic exterior design is one of the key ingredients in Ford's recent recipe for success. While Ford's current ''Kinetic'' design language is well received by the American public, the Blue Oval refuses to rest on its laurels. Ford is aiming to shake-up the industry once again with its next-generation global design platform set to debut on the 2013 Fusion.

2012 Best Exterior Design Brand, Luxury: BMW
From the athletic stance of the entry-level 1 Series to the long – and long-on-elegance – 7 Series executive class, BMW has a knack for expressing its cars' inner power and prestige to their exterior sheet metal. Vehicles such as the revamped X3 and hulking X6 crossovers helped this brand and its rounded design philosophy to take the top spot from Cadillac and its more aggressive, angular approach.

2012 Best Interior Design Brand, Luxury: Cadillac
Kelley Blue Book's kbb.com visitors still can't take their eyes off the plush and progressive cabins of Cadillac vehicles, voting them the Best Interior Design among luxury cars for a 2nd year in a row. Boasting features such as suede steering wheels and LCD screens that majestically rise from the dash, Cadillac's interiors adeptly match everyday functionality with visually pleasing form.

2012 Best Comfort Brand: Cadillac
Cadillac has forever been equated with comfort, and that fact still resonates with kbb.com visitors, who voted it the best in class for a 2nd year in a row. While the brand continues to make significant strides in creating more sport-oriented cars, Cadillac hasn't forgotten the plush ride quality that many still equate with its very name.

2012 Best Performance Brand: Porsche
This is Porsche's year to own the award it's traded back and forth with BMW every year since 2009. Uniquely styled and built with an uncompromising focus on driving excitement and enjoyment, Porsche's performance image is rooted strongly in the cars themselves.

2012 Coolest Brand: Porsche
As soon as you say you're cool, you're not. But it always counts when someone else says it, and in the past year a lot of in-market shoppers have cited Porsche as the coolest car brand around. Like a humble world-class athlete, Porsche does its thing better than any other car in the world but never gets loud about it.

2012 Most Prestigious Brand: Mercedes-Benz
Its 5th win in a row, so let's just recap what we've said the past 4 years: "Mercedes-Benz remains the luxury brand of luxury brands," "it is still impossible to find an automotive brand regarded as more prestigious than Mercedes-Benz" and "there's just something about the 3-pointed star and the rich history of sophistication behind it."

 
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