New Survey Reveals 'Most Desired' U.S. Brand is Southwest Airlines

Forbes has a new survey out utilizing neuromarketing to help figure out which brands consumers have the strongest affinity for. That brand is Southwest Airlines.

See the Top ‘Hassle-Free’ Airlines

Two Airlines Make ‘Most Desired’ Brand List

The low-cost carrier ranked No. 1 for men and women because Southwest was seen as offering “accessible, affordable memories.”

JetBlue also made the cut on the women’s list. The fact that these are the only two U.S. airlines to offer free checked-bags may have something to do with it.

See What You’ll Pay for Bags on All the Airlines

More than 4,000 consumers took part in this research involving more than 220 brands. [Editor’s note: please tell us your favorite airline, and why your rank it so high].

Top 10 Brands for Men and Women


  1. Southwest
  2. Cadillac
  3. BMW
  4. Dove
  5. Bed, Bath & Beyond
  6. Apple
  7. Google
  8. Sharp
  9. GE
  10. Macy’s



  1. Southwest
  2. Google
  3. JetBlue
  4. Hallmark
  5. Dove
  6. Kohl’s
  7. Lexus
  8. Target
  9. Neutrogena
  10. Crest



Published: February 20, 2012