HBO Max is the most improved brand in the United States
YouGov analysis reveals HBO Max as the most improved brand among Americans between September 2021 and September 2022.
YouGov Global Best Brand Rankings are based on scores taken from YouGov BrandIndex – our industry-leading brand health tracker. The metric used is Index: a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend, and Reputation.
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HBO Max topped the United States list for most improved brands, with a year-over-year increase in Index score of 3.5 points. Nature Made, the ninth biggest improver of 2021, jumped into second place in 2022 with a postive change of 3.2 points. Competition for third place was fierce, with CeraVe also returning to the top 10 improvers list with a 2.6 point jump, and Nature's Bounty close behind with a 2.6 point increase as well. GoodRx, the only other returning brand to this year's top 10 improvers list, rounds out the top five with a jump in 2.3 point increase.
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The brands in YouGov Global Best Brand Rankings were ranked based on the Index score, which measures overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend, and Reputation.
The Best Brand Improvers charts rank the brands with the highest increase in Index scores, comparing scores from September 28, 2021, to September 27, 2022 to the previous 12-month period.
All Index scores listed have been rounded to a single decimal place; however, we have used additional precision to assign ranks. All brands have been tracked for at least 18 months to appear in the Improvers tables.
Get the free full global rankings lists, including the 10 top brands and 10 most improved brands in 20+ markets here.