Scion, Toyota's new auto brand geared toward Gen Y, has 80 percent brand recognition among consumers 35 and younger, according to a Cisco study (via MediaPost). The study put Scion as the no. 1 bricks-and-morter e-tailer, beating out Sears, Target, and Macy's, among others.

Scion did not make it to last year's list. Cisco said the reason Scion made it atop this year's list was the "interactive and community-oriented nature of the Scion online experience."

The Scion website is highly personalized. Sophisticated customization tools allow people to build their own cars on the site and save their work. This online info is then integrated offline - a local dealership locates the vehicle for a test drive. Other frills like a social network for Scion car buyers and a website that plays music and lists concert info make for a brand experience that understands its target.

The Cisco study ranked 27 brands in North America in five categories: ease of use, personalization, content, interactions and transactions. The study found that the most ubiquitous emerging characteristic was the use of video.