One Google product has replaced another as number one in the top 20 ranking of the best perceived brands by the LGBT community: YouTube has climbed to number 1 from number 6 last year, taking the place of the Android operating system which has moved down to number 15.
Nearly half of the brands are technology or entertainment brands, including YouTube, Netflix, Amazon.com, Samsung, Kindle, Google, Android, iPhone, PBS, HBO. Amazon, Google, HBO. M&M’s and Trader Joe’s were on the 2011 ranking, so this year marks a return for them.
Falling out of the top 20 this year: iPad, Disneyland/Disney World, Apple, Advil, LG, Starbucks, Comedy Central, iPod, and Skype.
Returning from last year: YouTube, Netflix, Samsung, Aleve, Subway, Target, Kindle, Ford, Android, iPhone and PBS.
Capital One made the largest gains in perception by the LGBT community during the first half of this year, and by huge numbers as well. To put that in perspective, Coca Cola made the second biggest gains, but by half the amount.
All 1,100+ brands in the YouGov BrandIndex brand universe were measured with the company’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?” All results were filtered for respondents who identified themselves as lesbian, gay, bi-sexual or transgender.