The Top Brand Among U-S Adults Is...

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.

Marketing Charts reports, 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 Amazon.com, 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).

Which Brands Are Improving the Most?

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.