Most loved brands in America

Written by:
May 4, 2018
Andrew Burton/Getty Images

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.

 

 

 

1 / 25
Ambassador Base // Flickr

#25. Microsoft

Net favorability: 69.4

Company size: $711.4 billion market cap

2 / 25
Mike Mozart // Flickr

#24. General Mills

Net favorability: 69.6

Company size: $25.2 billion market cap

3 / 25
Steve Snodgrass // Flickr

#23. Lipton

Net favorability: 69.7

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

4 / 25
Dat Nguyen // Flickr

#22. Nestle

Net favorability: 70.8

Company size: $240.5 billion market cap

5 / 25
Tooykrub // Shutterstock

#21. Samsung Electronics

Net favorability: 71.2

Company size: $310.2 billion market cap

6 / 25
Miosotis Jade // Wikicommons

#20. Lowe's

Net favorability: 71.2

Company size: $69.3 billion market cap

7 / 25
Mike Mozart // Flickr

#19. Dollar Tree

Net favorability: 71.2

Company size: $22.7 billion market cap

8 / 25
Mike Mozart // Flickr

#18. Frito-Lay

Net favorability: 71.4

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

9 / 25
Mike Mozart // Flickr

#17. Dove

Net favorability: 71.7

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

10 / 25
Pexels

#16. Levi's

Net favorability: 71.9

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

11 / 25
Raysonho at Open Grid Scheduler / Grid Engine

#15. Home Depot

Net favorability: 71.9

Company size: $214.3 billion market cap

12 / 25
Matthew Keys // Flickr

#14. Netflix

Net favorability: 72.2

Company size: $136.2 billion market cap

13 / 25
Raysonho at Open Grid Scheduler / Grid Engine

#13. FedEx

Net favorability: 72.6

Company size: $64.3 billion market cap

14 / 25
Mike Mozart // Flickr

#12. Clorox

Net favorability: 72.7

Company size: $15.0 billion market cap

15 / 25
Mike Mozart // Flickr

#11. Colgate

Net favorability: 72.9

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

16 / 25
Flickr

#10. Campbell Soup

Net favorability: 72.9

Company size: $12.0 billion market cap

17 / 25
AlexandraPopova // Shutterstock

#9. YouTube

Net favorability: 73.8

Company size: Brand within Google ($712.1 billion)

18 / 25
Mike Mozart // Flickr

#8. Betty Crocker

Net favorability: 74.1

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

19 / 25
Pixabay

#7. Sony

Net favorability: 75.0

Company size: $58.6 billion market cap

20 / 25
Mike Mozart // Flickr

#6. Kellogg's

Net favorability: 75.9

Company size: $19.6 billion market cap

21 / 25
Raysonho at Open Grid Scheduler / Grid Engine

#5. UPS

Net favorability: 76.0

Company size: $95.8 billion market cap

22 / 25
SounderBruce // Wikicommons

#4. Amazon

Net favorability: 76.0

Company size: $759.9 billion market cap

23 / 25
designs by Jack // Shutterstock

#3. Pillsbury

Net favorability: 76.1

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

24 / 25
Pixabay

#2. Hershey's

Net favorability: 78.6

Company size: $18.7 billion market cap

25 / 25
stellamc // Shutterstock

#1. Google

Net favorability: 78.7

Company size: $712.1 billion market cap

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