September 24, 2018
Apple, Amazon, Netflix, Google and Samsung placed among the top brands in a new survey from global consultancy firm Prophet.
The firm released its fourth annual Brand Relevance Index, in which it surveyed 12,694 consumers in the United States across 299 brands in 37 categories.
The top 10 in order were Apple, Amazon, Pinterest, Netflix, Android, Google, Samsung, Kitchen Aid, Spotify and Nike.
Among the top 25, media and entertainment companies included YouTube (No. 12), PlayStation (No. 13), Disney (No. 14), Pixar (No. 15), Sony (No. 21) and Xbox (No. 25).
“It’s clear that to be successful, brands need more than size and ubiquity,” said Scott Davis, chief growth officer, Prophet, in a statement. “They must create a product that people love enough to integrate into their everyday lives. The brands that inspire this level of loyalty will ultimately grow the fastest because they are relevant in the moments that matter most to consumers.”
Netflix and Pixar were among top brands that were most “customer obsessed,” according to the survey, while PlayStation, Marvel and Google were most “pervasively innovative.” Netflix was the category leader in the “Media” segment, PlayStation led in “Electronics & Gaming,” Apple led in “Computing & Software,” Amazon led in “Retailers” and Verizon led in “Telecommunications.”
Apple, Netflix, Pinterest, Amazon and Android were the top brands, in order, among females. Amazon, Apple, PlayStation, Spotify and Samsung, in order, were the top brands among males.
Among millennials, the top brands, in order, were Netflix, Amazon, KitchenAid, Apple and Google. Among non-millennials, top brands, in order, were Apple, Amazon, Pinterest, Android and Netflix.
Facebook (No. 205) was the “biggest mover” in the negative direction.