Bullseye advances in ranking

Target moved into the 26th position in the 2010 edition of the Brand Key Loyalty Leaders index produced by the Brand Keys customer loyalty and engagement consultancy. Last year Target was ranked 65th. Advancing to the 26th position from the 65th position is a notable accomplishment, but even so it makes you wonder why Target isn’t higher still. The company is one of the nation’s largest retailers, it has an iconic and instantly recognizable logo, and customers who are passionate about shopping at its stores. Stranger still are some of the companies and obscure brands, relative to Target, who were ranked ahead of the company. For example, three vodka brands made the list, Grey Goose at number four, Ketel One at 17 and 3 Olives at 25. Other brands ranked ahead of Target include Hyundai, six, Avis, 10, and Bing, 15.

“Brand loyalty is absolutely driven by emotion,” said Robert Passikoff, Brand Keys founder and president. “And the rankings on this year's list make it clear that consumers are looking to emotionally connect with brands more than ever before.”

The index looks at 501 brands in 70 categories. For a complete list of the brand rankings click here: http://www.brandkeys.com/awards/leaders_10.cfm