Most loved brands in America

Written by:
May 4, 2018
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Most loved brands in America

A company's brand represents an implicit promise to customers on the quality they can expect to receive. A history of strong products and service, proven corporate responsibility, and irresistible advertising mascots all impact how we view brands, and in turn, how we choose to spend our money.

To help discover which brands have earned the most love and trust from customers, Morning Consult performed 250,000 survey interviews of U.S. adults, asking their opinion of 1,000 major brands. From these results, Morning Consult ranked all brands by their net favorability score, representing the percentage of respondents who view a brand favorably subtracted by the percentage who view it unfavorably.

The 2018 results feature companies that touch every aspect of our lives — from what we eat, to what we wear, to how we work. Read on to explore which brands are most loved by Americans.

 

 

 

#25. Microsoft

Net favorability: 69.4

Company size: $711.4 billion market cap

#24. General Mills

Net favorability: 69.6

Company size: $25.2 billion market cap

#23. Lipton

Net favorability: 69.7

Company size: brand within Unilever ($160 billion market cap)

#22. Nestle

Net favorability: 70.8

Company size: $240.5 billion market cap

#21. Samsung Electronics

Net favorability: 71.2

Company size: $310.2 billion market cap

#20. Lowe's

Net favorability: 71.2

Company size: $69.3 billion market cap

#19. Dollar Tree

Net favorability: 71.2

Company size: $22.7 billion market cap

#18. Frito-Lay

Net favorability: 71.4

Company size: brand within PepsiCo ($137.9 billion market cap)

#17. Dove

Net favorability: 71.7

Company size: brand within Unilever ($160.0 billion market cap)

#16. Levi's

Net favorability: 71.9

Company size: private company with $4.9 billion in annual revenue (FY2017)

#15. Home Depot

Net favorability: 71.9

Company size: $214.3 billion market cap

#14. Netflix

Net favorability: 72.2

Company size: $136.2 billion market cap

#13. FedEx

Net favorability: 72.6

Company size: $64.3 billion market cap

#12. Clorox

Net favorability: 72.7

Company size: $15.0 billion market cap

#11. Colgate

Net favorability: 72.9

Company size: Brand within Colgate-Palmolive ($55.1 billion)

#10. Campbell Soup

Net favorability: 72.9

Company size: $12.0 billion market cap

#9. YouTube

Net favorability: 73.8

Company size: Brand within Google ($712.1 billion)

#8. Betty Crocker

Net favorability: 74.1

Company size: Brand within General Mills ($25.2 billion market cap)

#7. Sony

Net favorability: 75.0

Company size: $58.6 billion market cap

#6. Kellogg's

Net favorability: 75.9

Company size: $19.6 billion market cap

#5. UPS

Net favorability: 76.0

Company size: $95.8 billion market cap

#4. Amazon

Net favorability: 76.0

Company size: $759.9 billion market cap

#3. Pillsbury

Net favorability: 76.1

Company size: Brand within General Mills ($25.2 billion market cap)

#2. Hershey's

Net favorability: 78.6

Company size: $18.7 billion market cap

#1. Google

Net favorability: 78.7

Company size: $712.1 billion market cap

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