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NEW YORK— Target, Kohl's and JCPenney ranked highest among discounters in consumer perception in the first half of 2011, according to YouGov BrandIndex. The company interviews 5,000 people each weekday from a representative U.S. population sample, more than 1.2 million interviews per year.

Here is YouGov’s Retail Buzz scores for discounters in the first half of 2011:

  1.  Target (33.9) 

  2. Kohl's (29.5) 

  3. J.C. Penney (23.9) 

  4. Costco (23.3) 

  5. Dollar Tree (16.2) 

  6. Wal-Mart (15.7)

  7. Sam's Club (15.4) 

  8. Big Lots (15.4)

  9. Dollar General (13.8)

  10. True Value (13.7)