These Are the Highest-Ranking Brands With American Adults

August 10, 2018

What do you get when you mix consumer perceptions of a brand’s quality, value, satisfaction, and reputation, along with impressions of the brand and propensity to recommend it? Overall brand health, per YouGov’s BrandIndex, which has released a list of the brands that top the charts as rated by adults in the US.

YouGov’s BrandIndex score is derived by taking the average of the above-referenced components and ranking the highest brands from 1630 tracked for at least 6 months during a year-long period from July 1, 2017 to June 30, 2018.

So is it Amazon? Well, seemingly for once in a brand ranking, no. Instead Band-Aid is the top-scoring brand with an index of 58.1 on a 100-point scale. A previous ranking from YouGov had Band-Aid as the second-leading brand among mothers, while an earlier ranking than that pegged it as the brand with the best impression among adult women.

Band-Aid is followed rather closely by, with its score of 55.0. Earlier this year the e-commerce behemoth was ranked the most reputable company in the US, and was second only to Apple in a ranking of the most “intimate” brands. It was also the brand with the best “buzz” last year, per YouGov.

Other notable entrants into YouGov’s latest BrandIndex rankings include:

  • Hershey’s (#4);
  • Google (#5); and
  • Netflix (#7).

Of the top 10 brands on YouGov’s list, 3 (Amazon, Google and Netflix) also appeared in a recent ranking of the most loved brands on social media.

Which Brands Are Improving the Most?

YouGov’s data release also includes a look at the brands that have enjoyed the biggest improvement in Index score from the previous year-long period of analysis.

Samsung leads that list, with a 5.4-point increase in score to 43.4, leaving it not far outside of the top 10 overall (Craftsman, at #10, had a score of 45.0).

Galaxy was the next-largest improver, though its 4.3-point hike brought it only to a score of 19.2.

And interestingly enough, while Amazon Alexa was third on the list of improvers, its Brand Health score was a modest 14.3. (Scores range from -100 to +100.)

Others to see significant improvements included Target (+3.8 to 30.1), Walmart (+3.7 to 23.7), Bank of America (+3.7 to 0.2) and Hulu (+3.7 to 19.6).

Industry Leaders in Brand Health

Finally, YouGov provided the top-ranking and most improved brands across a number of industries. Here’s a brief selection:

  • Airlines: Top brand – Southwest (29.5); Most improved – Emirates (+0.8 to 6.3);
  • Apparel & Footwear: Top brand – Nike (39.8); Most improved – Adidas (+3.2 to 33.0);
  • Banks: Top brand – Chase (13.8); Most improved – Bank of America (+3.7 to 0.2);
  • Cable & Satellite: Top brand – Verizon FIOS (3.8); Most improved – Dish Network (+1.0 to -6.3);
  • Consumer Electronics: Top brand – Samsung (43.5); Most improved – Samsung (+5.4 to 43.5);
  • Hotels: Top brand – Marriott (33.7); Most improved – Motel 6 (+1.8 to -7.1);
  • Internet Search: Top brand – Google (45.9); Most improved – AOL (+0.1 to -0.6);
  • Internet Social Media: Top brand – Google (45.9); Most improved – N/A;
  • Retail Clothing: Top brand – Old Navy (29.2); Most improved – Forever 21 (+1.8 to 11.0); and
  • TV Networks: Top brand – History Channel (37.6); Most improved – HLN (+2.3 to 2.4);

The full list of brands and top improvers can be found here.


Explore More Articles.

Brand… Performance… Both?

Brand… Performance… Both?

Some 77% of CMOs agree that they need to recommit to brand. But 75% also agree that they need to double down on performance.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This