Google, Hershey's Lead 2018 'Most Loved Brands' Rankings

Food and tech brands dominate the latest “Most Loved Brands in America” ranking from Morning Consult. 

The rankings are based on 250,000 interviews covering 1,000 brands and companies, conducted with U.S. adults 18 and older from January through March. The maximum margin of error for a brand is plus or minus 2%. 

The top 10, in order, are Google (score of 78.7 out of 100), Hershey’s (78.6), Pillsbury (76.1), Amazon and UPS (tied at 76), Kellogg’s (75.9), Sony (75), Betty Crocker (74.1), YouTube (73), and Campbell Soup (72.9). 

Filling out the top 25: Colgate (72.9), Clorox (72.7), FedEx (72.6), Netflix (72.2), Home Depot (71.9), Levi’s (71.9), Dove (71.7), Frito-Lay (71.4), Dollar Tree (71.2), Lowe’s (71.2), Samsung Electronics (71.2), Nestle (70.8), Lipton (69.7), General Mills (69.6), and Microsoft (69.4). 



Most Politically Polarizing Brand? Take A Guess

Morning Consult also looked at the brands with the greatest cap in net favorability between Democrats and Republicans.

The top 10 are all media brands, except …Trump Hotels, at #1.

The rest of the top 10, in order, are CNN, Fox News, NBC News, The New York Times, MSNBC, the NFL, ABC News, CBS News, and The Washington Post

Standout Brands By Demographic Factors

This year, the research also includes lists of brands that were found to outperform with key demographic variables.

Among women, these “standout brands” include Revlon, L’Oreal, Pinterest, Shea Moisture, and Aveeno. Among men, they include Playboy, Sports Illustrated, Fox Sports, Castrol and Caterpillar. (See summary table for by-brand specifics.)

Standout brands among the “financial elite” (defined as having an income of $75,000 or greater, with at east $50,000 invested in the stock market) include Fidelity Investments, Williams-Sonoma, Westin, Hyatt Hotels, Ritz-Carlton, Charles Schwab, DoubleTree Hotels, Mayo Clinic, Starwood Hotels & Resorts, and Boeing.

Among young adults (18 to 29), the standouts are Red Bull, Snapchat, Instagram, Spotify, Monster Beverage, Starbucks, Philip Morris, SoundCloud, MTV, and Wells Fargo.

Morning Consult also identified standouts by community types. Among urban consumers, favorites include MTV, BET, The National Basketball Association, Huffpost and CNN. Among suburbanites, favorites are Trader Joe’s, DSW, DoubleTree Hotels, Hyatt Hotels, and Fidelity Investments. And among rural consumers, favorites include Carhartt, Cabela’s, Golden Corral, Trump Hotels and Fox News.

Morning Consult offers brand intelligence, and news. More specifics on the methodology are online.

Next story loading loading..