Carnival most improved in brand ranking

By Tom Stieghorst
Carnival Cruise Lines claimed the top spot in a brand research company’s list of most improved U.S. consumer brands at mid-year 2014.

The cruise line’s change in consumer perception score in the YouGov BrandIndex was double the improvement level achieved by Bank of America, which placed second on the list. Facebook ranked as the third most improved brand.

“Carnival not only brought its consumer perception back in line with the rest of industry, but their sales potential, indicated by consumers who say they would consider the brand for their next cruise, has rebounded above the rest of the cruise sector,” said Ted Marzilli, CEO of BrandIndex.

Hotwire ranked as the most improved brand in the travel agent category, although Priceline has the highest overall ranking in the segment.

Brands are rated using YouGov BrandIndex’s Buzz score which 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?”

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