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.
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