Sweet on Branding.

JOE OR JILL CONSUMER is likely to be searching Google on a Sony Vaio while chowing down on M&Ms, Hershey's and Oreos, according to Genius Insight, New York's new BrandPower report.

The survey asked 6,000 online consumers, ages 13-49, to rank their favorite brands according to likability and awareness. M&Ms, Sony, Hershey's, Oreo and Google finished first through fifth, respectively.

The common link between these brands and other leaders is that they "get" marketing, according to Genius Insight partner Paul Jenkins. "They know how to market their products and innovate from them without freaking people out."

M&Ms current psychedelic ad works on a number of levels, said Jenkins. "I'm not 15, yet it appeals to me and my generation. There's something '70s about it. It reminds me of a time when candy was critically important to me." BBDO, New York created the spot.

Still, as Yoda would say, a good piece of creative does not a strong brand make. The link between these top brands and their marketing efforts is that "they are truthful about their strengths," said Jenkins. "There can't be a wide gap between the message and the experience."

This is why AOL ranked almost last in likability (in order, only Atkins, Martha Stewart, The National Enquirer and Sweet 'N Low fared worse). AOL "is an extra layer between the user and the Internet that they don't need. People see through that," said Jenkins. "Just look at the ads talking about the services they offer. Everything they offer, you can find somewhere else for free."

On the flip side, Google (which also ranked high in similar Brand Keys and Brandchannel surveys) grabbed the No. 5 spot and Yahoo! secured No. 9. Similarly, Netflix saw one of the biggest gains, jumping from No. 731 to 456 in the rankings. However, eBay fell from No. 50 to 78 (possibly from being plagued by fraudulent spam).

Other big brands struggled too. Disney fell from No. 7 to 28 (although recent acquisition Pixar soared from No. 300 to 153). Coke fell from No. 24 to 39, while Pepsi dropped from No. 46 to 80. "There's a move away from soda, but Pepsi is on the ball because its other brands like Tropicana [up from No. 39 to 21] are doing great," said Jenkins.

Levi's was washed out from No. 17 to 42 while Old Navy was full steam ahead, jumping from No. 171 to 99. Pizza Hut cooled off from No. 33 to 52, while challenger Papa John's heated up considerably, moving from No. 390 to 173.

Jenkins noted that when big brands decline in the BrandPower rankings, it means they are declining in likability, since awareness levels don't change much.

So what brand was dead last? Pierre Balmain; to consumers, this fragrance brand stinks. Preppy shoe brand Tod's and fashion label Byblos also finished second- and third-to-last, respectively, in brand futility.