Consumers are most interested in brands that offer value for the dollar, and not just low price, according to the Brand Keys 2010 Customer Loyalty Engagement Index. The Index, which tracks 518 brands in 71 categories, demonstrates that consumers are becoming more brand-conscious and looking for established “real” brands that offer value, as opposed to brands which are endorsed by celebrities or heavily publicized.

Given the levels of commoditization we’ve witnessed in the past decade, it’s no surprise that consumers are looking for brands to make a difference. The consumer value equation has shifted dramatically from ‘price-value’ to ‘value-for-dollar.’ The undeniable fact is that consumers looking for value have been forced to look beyond mere primacy of product, price and service. With increased standardization and decreased product differentiation, a real brand can serve up the value consumers expect.

A look at the top-ranked brands in the 2010 edition of the Index shows that while consumers favor a number of low-price brands, such as Jet Blue Airlines and Hyundai, they also favor some pricier brands with a reputation for quality, such as J. Crew and Apple. Well-established brands, including Budwesier, Cheerios, Dunkin’ Donuts, McDonald’s, and Wal-Mart, are also prevalent on the list.

Recent research from Nielsen on top CPG trends for 2010 support the 2010 Customer Loyalty Engagement Index’s finding that consumers are seeking value for the dollar. Nielsen predicts that consumer constraint will become the “new normal,” with US consumers have unemployment and other economic concerns at the top of their mind. Concurrently with this tendency toward restraint, consumers will also focus on value, with widespread discounting forcing brands to differentiate themselves beyond simple low price.