Brands Feel the Love on Valentine's Day: Consumers Name Top Ten Brands in CBX Survey

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A combination of high-tech and classic brands hold the keys to consumers' hearts according to the CBX consumer survey on brand love. Apple rises to the top.

Consumers obviously love their high-tech toys. Brands that continue to give them new products to love will thrive.

Consumers love their brands, especially ones that begin with the letter “A” for Apple. In honor of Valentine’s Day, CBX (, the New York-based brand agency, conducted a quantitative online survey of 1,000 consumers nationwide and asked, “What brand do you love the most?” and “Why?”

The top ten brands that are consumers’ Valentines:

1. Apple

2. Sony

3. Coke/Coca-Cola

4. Nike

5. Pepsi/Mountain Dew

6. Wal-Mart

7. Samsung

8. Chevrolet/Chevy

9. Dell

10. Amazon

“Consumer's love affair with their high-tech toys is evident. Brands that continue to give them new products to love will thrive,” says Gregg S. Lipman, managing partner, CBX. “But, we can’t overlook the classics, Coca-Cola and Chevrolet, two great American brands that seem to always own a piece of our hearts.” Perhaps it’s no coincidence that Chevrolet announced that it sold a record 4.76 million cars and trucks last year.

In the battle of the sexes, both men and women named Apple as their favorite sweetheart, but differed when it came to second and third place. Men had a hankering for Nike and Sony, whereas Coca-Cola was second in the hearts and minds of women.

Brand Love by the Ages:

  •     Those hard-to-please younger consumers (ages 18-24)) professed their love of Nike (54%). But, no one over 55 said they wanted Nike to “be mine” in the survey.
  •     27% of consumers, ages 18-24 said they loved Sony, helping to land the brand in the number two spot.
  •     Consumers aged 35-44 and 55-64 named Coca-Cola as their number one love (26%).

Explaining their love for these brands, consumers most frequently described Apple as, “innovative,” “high-end”, “love/like products” and “good quality”. While Sony soaked up the love because of “good quality,” “reliable/dependable,” “love/like products” and “innovative/high-end.” Those who chose Coca-Cola overwhelmingly did so by describing the brand as, “great/good taste” and “delicious.”


The survey was conducted online between January 23 and 26, 2012 and fielded by Survey Sampling International. It included an equal number of male and female consumers age 18 and above.

About CBX:        

CBX ( is a brand agency specializing in corporate identity, consumer branding and retail. The company, with its current staff of 140, was founded in 2003 and has a client base that includes Del Monte, General Mills, Kimberly Clark, A&P, Pathmark, Saks Fifth Avenue Off Fifth, Lord and Taylor, Wawa, Sunoco, and Petro China. In addition to its New York City headquarters, CBX has offices in San Francisco and Minneapolis, and with the CBX Worldwide Partnership, has operating offices in Santiago, Buenos Aires, Sao Paulo, Mexico City, Melbourne, Shanghai, London, Amsterdam and Seoul. The firm was ranked #282 in the Advertising & Marketing industry for the 2011 Inc. 500/5000 list of fastest growing private companies.


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