Amazon Amazon has been heading up the US leaderboard since 2013
Netflix Netflix dominates the streaming category and makes gains in the main rankings
YouTube YouTube celebrates its 10th birthday with a BrandIndex Top 3 ranking
Google Google evolves and innovates its way to fourth position
Cancer Treatment Centers of America
Cancer Treatment Centers of America Cancer Treatment Centers of America is the sole healthcare brand in the Top 10
Apple Apple launches Apple Watch and iPad Pro and shares sixth position with Samsung
Samsung Samsung refreshes lineup and dives into virtual realty for joint 6 position with Apple
iPhone iPhone breaks into the top 10 with the 6S and 6S Plus
Lowe's Lowe's phases out pesticides and brings in 3D printing
Walgreens Walgreens announces billion dollar deal to buy Rite-Aid and end the year in joint ninth position

Top Overall Rankings

US Top Buzz Ranking

#1 Amazon
This year has been big for the giant online retailer. Earlier this year, the Seattle brand introduced “Prime Day”, a special sale with exclusive deals for Amazon Prime members. The event that commemorated Amazon’s 20th birthday was, by the retailer’s own account, an eventthat surpassed 2014’s Black Friday sales. In March, Amazon announced the dash delivery service that allows customer to order refills for some of their favorite items with the touch of a button.

#2 Netflix
The media outlet known for creating millions of “binge watchers” continues on its way to the top with its always-expanding catalogue of original programing including Narcos, Daredevil and Jessica Jones - all hits with viewers.

#3 YouTube 
Happy 10th birthday YouTube! While continuing to promote the unique content provided by YouTubers worldwide, the company announced a new service, YouTube Red which allows user to watch videos without commercial interruption and gives access to some exclusive content as well as background listening on mobile.

#4 Google 
In a major move, Google decided to completely restructure its various interests as a holding company called Alphabet Inc., with Google as its leading subsidiary. The company has also been busy on breakthrough products. Google driverless cars have now taken to the streets of California and the company unveiled the Pixel-C tablet as well as two new Nexus phones, and project Fi, an all-new wireless service.

#5 Cancer Treatment Centers of America
A clear and consistent message is key to a polished brand, as Cancer Treatment Centers of America’s position seems to show. The hospital chain is the sole health care company featured in the BrandIndex Top Ten.

T-6 Apple 
It’s been a busy year for the giant of Cupertino. Apple launched the highly anticipated smartwatch, invested heavily in its Apple Pay program and expanded retail partnerships. All the while re-imagining its signature tablet which now boasts a 12.9 inch display an attachable keyboard and stylus.

T-6 Samsung 
The Korean company has been busy this year refreshing its line-up. The Galaxy S6 and S6 Edge were both major iterations of its flagship smartphone, the gear S2 pushed the boundaries of the Tizen operating system even further and the company even permitted itself a dive into virtual reality tech with the new Galaxy Gear VR.

#8 iPhone 
Apple launched the iPhone 6S and iPhone 6S Plus with 3D Touch display, upgraded camera and improved performance. Apple sold more than 13 million units in the first weekend the devices were launched to an enthusiastic market

T-9 Walgreen’s 
The biggest pharmacy chain in the US announced a billion dollar deal to buy its competitor Rite-Aid this year. It also announced a new connected health partnership with Qualcomm. Several apps will enable remote patient monitoring, transitional care support and chronic care management through secure and seamless transmission of biometric data.

T-9 Lowe's 
The home improvement company is still committed to delighting its costumers all over the world. After announcing it would phase out all products containing several pesticides that may damage honeybees.

Top Buzz Improvers

US: Top Buzz Improvers#1 General Motors
The first of four crisis comeback brands on this year’s chart is also notable for the largest perception gain in the shortest time after their own misstep. In early 2014, GM was called in by investigators and Congress for not reporting a defect for 10 years that led to 13 deaths. Although their perception hit bottom that April, their car sales hit records only two months later.

#2 Chevrolet
Riding on the coattails of GM’s problems was its Chevrolet division, which received the brunt of the massive recalls stemming from the faulty ignition discovery. Chevy didn’t dip as far as GM when the crisis hit, so their comeback hasn’t been as great either.

It has been more than two years since Target’s 2013 Christmas time data breach exposed sensitive information on 40 million debit and credit cards. While safety measures have been put in place since then. Target is still in its long climb to full recovery.

#4 Netflix
The streaming content company continues to snowball in popularity, producing much-buzzed-about and award-winning original content (“Daredevil,” “Sense8,” “House Of Cards,” “Orange Is The New Black,” “Master Of None”), while having 69 million subscribers around the world. Netflix is the #2 best perceived brand this year as well.

#5 Trivago
Passing rivals such as Priceline and Travelocity to become the best perceived online travel booking site in 2015, metasearch engine Trivago has made its marketing mark with its “Trivago Guy” TV spokesperson, Tim Williams.

#6 Carnival Cruise Line
The leisure cruise line has come a long way since its 2012 and 2013 issues with stranded ships, when it leveraged social media and worked to stay ahead of the crisis. Since then, the waters have been smoother as they have recovered in time for the important winter 2016 cruise season.

#7 Flonase
Thanks to a very bad allergy season, Flonase generated almost $100 million in sales in its first 16 weeks on the shelf to become the category best-seller.

#8 Amazon Instant Video/Prime Instant Video
The service has become much more than streaming content such as “Transparent” and “The Man In The High Castle,” but two-day shipping, andunlimited access and storage to music and photos as well. July 15th was Amazon’s “Prime Day,” where consumers could find “more deals than Black Friday.”

#9 Facebook
This is the social network’s first appearance on the “improvers” list in recent memory. In the first three quarters of 2015, Facebook grew from 1.39 billion active monthly users to 1.55 billion.

The top ranking brand was still growing in perception last year. Of every additional $1 Americans spent for items online this year, Amazon captured 51 cents, according to a recent estimate by analysts at Macquarie Research.

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?” Buzz scores can range from 100 to -100 and are compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback. The Buzz Rankings chart shows the brands with the highest average Buzz scores between January and December 2015. The Buzz Improvers chart ranks the brands with the highest increase in Buzz comparing years 2014 and 2015. 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.

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