Zürich-based investment bank UBS showed the biggest improvement
New numbers from YouGov Plan & Track show that Johnson & Johnson's Band-Aid is the brand US shoppers aged 18+ recommend most.
When asked if they'd either recommend the adhesive bandage to friends and colleagues or tell them to avoid it, current and former customers of the brand gave Band-Aid a score of 74.2 on a scale ranging from -100 to +100.
Netflix came in second place, with a score of 71.7, followed closely by USAA, with a score of 71.5.
Other brands featured in the top 10 on YouGov's 2018 US Advocacy rankings report include Wegmans, Amazon, Merrell, Harley-Davidson, Febreze, and Emirates.
In terms of brands that have seen the biggest growth in current and former customer recommendation, Zürich-based investment bank UBS showed the most improvement, climbing from a score of 25.7 in 2017 to 35.8 today.
Other brands that experienced notable gains include Nasonex, FreeCreditScore.com, and Fred's.