Notes: Costco tops the list of best-perceived brands, according to the YouGov BrandIndex Buzz score, which is compiled by subtracting negative from positive feedback about a brand. Netflix and Panera Bread followed in close succession, with Trader Joe’s and YouTube rounding out the top 5. Meanwhile, Carnival, Walmart, and Exxon topped the list of brands with the most improved perceptions from last year, although each have net negative perceptions among LGBT consumers.
About the Data: All 1,400 brands in the YouGov BrandIndex brand universe were measured with the company’s Buzz score, which asks respondents “If you’ve heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?” All results were filtered for respondents who identified themselves as lesbian, gay, bi-sexual or transgender. Scores from April 1st through June 10th were averaged to create the ranking. Those scores were compared to scores from the same period one year ago to calculate the top movers list.