The Brand Strength Monitor The Brand Strength Monitor

Instead of just sponsoring them – What if top brands played in bowl games?

 If you are a sports fan, then chances are you are aware that this is quite an exciting time of the year for College Football. With all the talk of rivalries, advantages, disadvantages, and strategies, it made us here at MSW-ARS think: What if top brands played in bowl games? How would those matchups look?


Using our 2016 Brand Strength Monitor data (TBSM), we did just that, and we will be sharing these throughout the bowl season.


This week, we are taking a look at a handful of categories that involve rather large brands and well-known rivalries.


One of the biggest announcements over this past weekend was that the University of Alabama and the University of Washington will play in the Chick-fil-A Peach Bowl, so why not start with a matchup involving Chick-fil-A?


Arguably, Chick-fil-A’s largest and most closely related competitor is KFC. Of course, they don’t always compete solely with other chicken-specific restaurants, but this seemed to make the most sense as a comparison.


As you can see, Chick-fil-A fares extremely well overall, with their largest advantages in the Southern states and with Female and African American consumers. KFC is able to close the gap somewhat with their relative strengths among Male consumers as well as in Western and Northeastern states, but even these are virtually a toss-up.

Another important matchup announced over the weekend is the University of Oklahoma will be playing in the Allstate Sugar Bowl versus Auburn University. So, let’s take a look at how Allstate compares to arguably their biggest Home Owner’s/Renter’s Insurance competitor: State Farm.


This matchup appears to be a very close one.


Allstate has advantages among African American and Hispanic consumers, as well as in the Northeastern states, and among Millennials. This likely bodes well for them as they have advantages with the younger generation and with the fast-growing Hispanic segment.


State Farm does well in the Midwestern states, among Baby Boomers, and with those with lower incomes.

The Capital One Orange Bowl is also a big game coming up, which features the University of Michigan and Florida State University. Let’s take a look at Capital One versus one of their largest Credit Card competitors: Bank of America.


This one is also close, with a slight edge toward Bank of America, but a closer look at demographic groups shows some very large differences.


Capital One has strengths among Females, Non-Millennials (Gen X, Baby Boomers), and in Midwestern states.


Bank of America does extremely well with Males and younger affluent consumers, which puts them in a great position in this category.


That is it for this week, but we will be back in the coming weeks with more matchups, including:


  • Apple vs. Samsung
  • AT&T vs. Verizon
  • Many more

If you would like to know more regarding the data and platform used here, then please contact us at


Our TBSM metric is the ONLY Independently Validated Measure of Brand Value.
Thank you very much for reading and we hope you enjoy future weeks’ blogs as well as the actual bowl games!


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