Marketing Daily reports on a study by YouGov BrandIndex that looks at the brands which the highest level of perception among fathers. It looked at "1,100 brands (used) on a daily basis, show brands offering the simpler pleasures in life - like candy, subs and snacks - leading the rankings of those best-perceived by fathers."

The top ranked brands were, in order, M&M's ... Subway ... Snickers ... Sony ... Planters ... Cheerios ... Amazon ... Bose ... Johnson & Johnson ... and Lowe's.

Hooter's was the brand that made biggest gains in perception.

KC's View: Maybe I have to get my testosterone levels checked. To be honest, only one of these probably would have made my top 10 of brands that I perceive as relevant to my life.

Apple would be first. Amazon would be second. Diet Coke would be third. Starbucks would be fourth. LL Bean would be fifth (it is the clothing label I see the most when I get dressed). New Balance and Rockport would be tied for sixth (they make the only products I ever put on my feet). Stew Leonard's would be eighth. AMC Theaters would be ninth. And I'm having trouble coming up with a tenth. (It certainly would not be a candy. And definitely not a home-improvement chain.)