As in life, men and women disagreed more than they agreed as to which brands have earned their most affection. Both men and women rated Southwest Airlines, Google and Dove among their top ten brands. Beyond these, though, women have real heart for Hallmark, Kohl’s, Lexus, Target, Neutrogena and Crest. Men, on the other hand, were most taken with Cadillac, BMW, Apple, Sharp, and GE.

The Second Annual “Most Desired Brands in the U.S.” just released by leading global strategic neuroinsight firm Buyology and uSamp, which specializes in providing targeted audiences and SaaS technologies for business intelligence. This list measures consumer relationships with brands using quantitative tools that measure people’s “deepest, non-conscious connections to brands.” The full report can be found at .

The Most Desired Brands in the U.S. Report used Buyology’s proprietary technology to test more than 220 brands across 10 industries, among a sample of 4,000 people representative of the US population. The test was conducted immediately following the Super Bowl on Feb. 6-10.