Global consultancy Prophet announced the results of the fifth Prophet Brand Relevance Index (BRI), a ranking of the most relevant brands of today based on consumer feedback.
Apple maintained its standing as the most relevant brand for the fifth year in a row, while Bose, Disney and Pixar made it into the top 10, replacing Google, Samsung and Nike. Pinterest remains the highest-ranking social media brand for the fourth year in a row, although it dropped from No. 3 to No. 10 from 2018 to 2019. Several brands made it into the top 50 for the first time, including, Roku, Sonos, Mayo Clinic, TED, Nintendo, Blizzard, Beats by Dre, Peloton, Marriott, Instant Pot, Vanguard, Tesla, USAA and Zelle.
The top 10 most relevant brands of 2019 are:
The top 10 brands share a commitment to staying ahead of customer needs and market trends – using data and technology to power their brands in the digital age. The top brands in the U.S. have a clear focus on maintaining relevance to achieve growth and drive transformation.
“It’s tremendously exciting for us to hear from 50,000 global consumers every year about the brands and experiences that are most relevant in their lives,” said Jesse Purewal, Prophet partner and co-author of the BRI. “The winners have a genuine and clear purpose, a deep customer empathy and the willingness to invest in developing and delivering a compelling experience.”
The survey was conducted in the U.S., UK, Germany and China. In order to find out which brands are the most relevant to U.S. consumers, Prophet surveyed 13,500 individuals about more than 225 brands across 27 industries. It measured four brand principles: customer obsession, ruthless pragmatism, pervasive innovation and distinctive inspiration.
A few key findings: Top brands…
Play at the intersection of data and experience to drive emotional relevance with consumers.
These brands curate content to create user experiences that are personalized and thus meaningful.
Spotify (#2), Disney (#5), Netflix (#8), Pinterest (#10), Roku (#17)
Provide a means of escape, inspiration and delight.
The large number of media and entertainment brands in the top 50 indicate consumers may not only crave connection in this technology-led world, but also a means of escape.
Disney (#5), Pixar (#9), NPR (#15), TED (#26), Marvel (#31), Hulu (#34), Food Network (#49), Roku (#17), Spotify (#2), YouTube (#18)
Inspire consumer loyalty with a purpose that is authentic and trustworthy.
As customers’ growing need for trust continues to rise, brands must drive loyalty by delivering transparent, consistent connections to people’s values.
There is a tension between these two forms within technology and data communities: trust in performance and reliability (Android #3) are counter-balanced with growing trends of distrust in data usage (Google #13), highlighting how two brands inherently connected can vary in relevance to consumers.
Nike dropped 49 spots from the previous year, from No. 10 to No. 59., with less than half of U.S. consumers reporting that they believed that Nike “has a set of beliefs and values that align with their own.”
NPR (#15), Mayo Clinic (#24)
The top 10 brands share a commitment to staying ahead of customer needs and market trends – using data and technology to power their brands in the digital age. The top brands in the U.S. have a clear focus on maintaining relevance to achieve growth and drive transformation.
“It’s tremendously exciting for us to hear from 50,000 global consumers every year about the brands and experiences that are most relevant in their lives,” said Jesse Purewal, Prophet partner and co-author of the BRI. “The winners have a genuine and clear purpose, a deep customer empathy and the willingness to invest in developing and delivering a compelling experience.”
The survey was conducted in the U.S., UK, Germany and China. In order to find out which brands are the most relevant to U.S. consumers, Prophet surveyed 13,500 individuals about more than 225 brands across 27 industries. It measured four brand principles: customer obsession, ruthless pragmatism, pervasive innovation and distinctive inspiration.
A few key findings: Top brands…
Play at the intersection of data and experience to drive emotional relevance with consumers.
These brands curate content to create user experiences that are personalized and thus meaningful.
Spotify (#2), Disney (#5), Netflix (#8), Pinterest (#10), Roku (#17)
Provide a means of escape, inspiration and delight.
The large number of media and entertainment brands in the top 50 indicate consumers may not only crave connection in this technology-led world, but also a means of escape.
Disney (#5), Pixar (#9), NPR (#15), TED (#26), Marvel (#31), Hulu (#34), Food Network (#49), Roku (#17), Spotify (#2), YouTube (#18)
Inspire consumer loyalty with a purpose that is authentic and trustworthy.
As customers’ growing need for trust continues to rise, brands must drive loyalty by delivering transparent, consistent connections to people’s values.
There is a tension between these two forms within technology and data communities: trust in performance and reliability (Android #3) are counter-balanced with growing trends of distrust in data usage (Google #13), highlighting how two brands inherently connected can vary in relevance to consumers.
Nike dropped 49 spots from the previous year, from No. 10 to No. 59., with less than half of U.S. consumers reporting that they believed that Nike “has a set of beliefs and values that align with their own.”
NPR (#15), Mayo Clinic (#24)
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