(April 8, 2012) IRVINE, Calif. — Ford took honors in four categories in the annual Kelley Blue Book Brand Image Awards announced last week. The awards, are based on consumer perception data from the company's Brand Watch study, and honor the automotive brands that have most successfully captured positive consumer attention.

Kelley Blue Book's 2012 Brand Image Award Winners

2012 Best Value Brand:  Honda

2012 Most Trusted Brand:  Honda

2012 Most Family-Friendly Brand:  Ford

2012 Most Rugged Truck Brand:  Ford

2012 Best Exterior Design Brand – Non-Luxury:  Ford

2012 Best Interior Design Brand – Non-Luxury:  Ford

2012 Best Exterior Design Brand – Luxury:  BMW

2012 Best Interior Design Brand – Luxury:  Cadillac

2012 Best Comfort Brand:  Cadillac

2012 Best Performance Brand: Porsche

2012 Coolest Brand:  Porsche

2012 Most Prestigious Brand:  Mercedes-Benz

The 2012 Brand Image Awards, presented to the top brands in 12 categories, are based on consumer automotive perception data from Kelley Blue Book Market Intelligence's Brand Watch study.  Brand Watch is an online brand perception tracking study tapping into 12,000 in-market new-vehicle shoppers annually on Kelley Blue Book's kbb.com. 

The highly comprehensive Brand Watch study offers insight into in-market new-vehicle shoppers' perceptions of brands and important factors driving their purchase decisions while they are in the midst of the shopping process.  The Kelley Blue Book Brand Image Awards recognize automakers' outstanding achievements in creating and maintaining brand attributes that capture the attention and enthusiasm of the new-vehicle buying public.

This marks the fifth year Kelley Blue Book has awarded auto manufacturers the Brand Image Awards, and this year, there are multiple repeat winners. 

Mercedes-Benz has captured Most Prestigious Brand for the fifth year in a row, demonstrating its unwavering stance in the minds of in-market car shoppers as the brand with the highest prestige. 

One of the most important factors among new truck buyers is "ruggedness," and for four years running Ford has claimed the Most Rugged Truck Brand title among consumers.  Furthermore, Honda is awarded Best Value Brand for the second year running, and Cadillac is named Best Comfort Brand for the second year in a row.

Ford will bring home the most 2012 Kelley Blue Book Brand Image Awards, receiving four out of the 12 trophies given this year.  Ford is taking top honors for its great design, sweeping both the Best Exterior Design and Best Interior Design Awards in the Non-Luxury categories.  In addition, this year Ford is the standout among car shoppers as Most Family-Friendly Brand, and it also wins the aforementioned award for Most Rugged Truck Brand.

"Image isn't everything but it is more than enough to get shoppers into the store, and that's half the battle for automakers and their dealers," said Jack R. Nerad, executive editorial director and executive market analyst for Kelley Blue Book's kbb.com.  "With standout vehicles, memorable marketing and positive word of mouth, the winners of Kelley Blue Book's 2012 Brand Image Awards have secured enviable positions in the minds of in-market shoppers."