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2012 - Annual US Rankings

Welcome to the YouGov BrandIndex Buzz Rankings for 2012. The BrandIndex Buzz Rankings compares Buzz scores for nearly 1100 brands in 41 categories, to reveal the US brands with the most positive Buzz in 2012.

All of 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?". The score is calculated by subtracting negative feedback from positive feedback.

Subway was the top-ranked brand for the third year in a row. Although four restaurant chains were included in the Top 25 only Subway made the Top 10.

The 2012 annual Top 10 includes two new entrants since the 2011 rankings. Kindle joined the list at number eight and YouTube came in at number nine. Apple slipped out of the list dropping from number ten to number eleven, and Discovery Channel dropped from number eight to fourteen.

Large retailers dominate the Top 25, with three in the top ten and six in the top twenty-five. Four tech / telecom brands made the top twenty-five including Apple, iPad and the iPhone but only Kindle reached the Top 10.

Subway BrandIndex #1 brand
#1 Subway
Subway achieves top Buzz score for third consecutive year. 2012s ‘Famous Fans’ included Apolo Anton Ohno and Michael Phelps mom Debbie.
Amazon BrandIndex #2
#2 Amazon
Amazon is number two for the second year running. The people with the smile on the box launched the new Kindle Fire HD and Paperwhite.
Cheerios BrandIndex #3
#3 Cheerios
Number three brand Cheerios stormed into 2012 with two new flavors: Dulce de Leche Cheerios and Peanut Butter Multi Grain Cheerios.
History Channel BrandIndex #4
#4 History Channel
History Channel is a Top 10 regular and the only network on the list in 2012. Standout production for 2012 was Hatfields & McCoys.
Lowe's BrandIndex #5
#5 Lowe's
Up from 6 to number 5, Home Improvement Store Lowe’s has been kitting out staff with iPhones to handle customer requests.
Ford BrandIndex #6
#6 Ford
Up one from last year’s 7, Ford was the only auto maker to exceed two million in US sales last year, powered in large part by the hugely successful Ford Focus.
Target BrandIndex #7
#7 Target
Target moved up from 9 to 7. The discounter committed to offering signature “exclusives” year round and was first of the major retailers to launch their holiday TV campaign.
Kindle BrandIndex #8
#8 Kindle
Kindle breaks into the top 10 for first time. According to Amazon the Kindle Fire HD is the number one selling product across Amazon worldwide.
YouTube BrandIndex #9
#9 YouTube
Google owned YouTube make their first entry into the annual Top 10. Last year saw their first video to pass 1 billion views PSY Gangnam Style.
Google BrandIndex #10
#10 Google
Google dropped from 4 to 10. 2012 Google highlights included Google Maps for iOS, Google Glass, Jelly Bean and 50 million Android tablets and smartphones activated to date.
Subway BrandIndex #1 brand
Amazon BrandIndex #2
Cheerios BrandIndex #3
History Channel BrandIndex #4
Lowe's BrandIndex #5
Ford BrandIndex #6
Target BrandIndex #7
Kindle BrandIndex #8
YouTube BrandIndex #9
Google BrandIndex #10
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