• by Karlene Lukovitz  @KLmarketdaily, June 13, 2012

While dad probably wouldn’t mind getting the keys to a new Porsche on Father’s Day, those looking for considerably less pricey options might find some clues in the brands currently best-perceived by fathers across the U.S.

Indeed, current “buzz” scores from YouGov BrandIndex, which tracks perceptions of more than 1,100 brands on a daily basis, show brands offering the simpler pleasures in life -- like candy, subs and snacks -- leading the rankings of those best-perceived by fathers. 

The buzz score asks respondents: “If you've heard anything about the brand in the last two weeks through advertising, news or word of mouth, was it positive or negative?” Scores range from 100 to -100 and are compiled by subtracting negative feedback from positive; a zero score means equal positive and negative feedback. (These results were filtered for respondents who are fathers.)

As of June 12, M&M’s was #1, with a buzz score of 69.1, followed by #2 Subway (61.6) and #3 Snickers (61.1). 

Other food brands getting the nod from dads include Planters (#5, at 59.6) and Cheerios (#6, at 59.3).

Two electronics brands made the top 10: Sony (#4, at 60.2) and Bose (#8, at 58.9).

Rounding out the top 10 are Amazon.com (#7, at 59.2); Johnson & Johnson (#9, at 58); and Lowe’s (#10, at 57.7). 

BrandIndex also ranked the 10 brands showing the most improvement in perception among fathers now versus a year ago.

The Hooters restaurant chain made the biggest leap in perception, gaining 23.8 score points, to rise from -13.3 a year ago to 10.5 currently.

Three alcohol brands made notable gains in perception. Grey Goose’s buzz score rose by 22.1 points (from 8.7 to 30.8); Corona’s rose 19.4 points (from 10.1 to 29.5); and Absolut’s also rose 19.4 points (from 8.7 to 28.1).

Two clothing/footwear brands also show marked improvement: Old Navy (up 19.4 points, from 12.6 to 32) and Reebok (up 18.7 points, from 19.4 to 38.1).

Rounding out the top 10 perception improvers’ rankings: Nestea (up 18.5 points, from 16.9 to 35.4); Rolaids (up 18.3 points, from 14.3 to 32.7); MINI (up 18.3 points, from -4.1 to 14.2); and ConocoPhillips (up 18.1 points, from -8 to 10.2).

The two rankings tables are posted on the BrandIndex site.