By a margin of more than 12 points Amazon holds the lead in the discount retail sector. They are also top of the brand list for all US brands tracked for the second year running.
Despite a difficult year in terms of court battles with warehouse workers, public skirmishes with Hachette and its authors, and the misfire of its first mobile phone, online retailer Amazon remains the best perceived brand in the U.S. The day after this past Christmas, the company announced more than 10 million new members worldwide subscribed to Amazon Prime during the holiday season and Fire tablet sales more than tripled on Black Friday.
Top Buzz Rankings
Top Buzz Improvers
Top Overall Rankings
Top Rankings by Industry Category
Top Rankings by Segment
These brands were rated using YouGov BrandIndex’s Buzz score which asks respondents, “If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?”
The Buzz Rankings chart shows the brands with the highest average Buzz scores between January and December 2014. The Buzz Improvers chart ranks the brands with the highest increase in Buzz comparing calendar years 2013 and 2014. Both scores are representative of the general population.
All Buzz scores listed have been rounded to a single decimal place, however, we have used additional precision to assign ranks.