2014 - Mid Year Global Ranking

2014 - Mid-Year Rankings: US Retail - Discount

Amazon is the overall top brand on the BrandIndex rankings, and leads the way for retail discounters by a substantial 12 points. Costco takes second place dislodging Target.

Despite the ongoing battle with Hachette Book Group and ongoing reports about warehouse conditions – Amazon retains the top position, having moved up from the number two spot on last year’s mid-year rankings. The first half of the year saw the company’s Prime service expand its HBO and music streaming offerings, and debut the Fire smart phone.

Costco is a vocal advocate of the living – higher than minimum – wage. They also scored extremely high scores on the Human Rights Campaign's Corporate Equality Index, which tracks the promotion of the homosexual and transgender political and social agenda in the workplace

Target, which has been a solid fixture on the discount retailer’s list, is still struggling to recover from a nearly sixty-point drop in Buzz after last year’s data breach. Their scores are currently stalled at around half pre-crisis levels.

Retail Discount: Top Buzz Rankings
Retail Discount: Top Buzz Rankings
Retail Discount: Top Buzz Improvers
Retail Discount: Top Buzz Improvers
Methodology: 

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 Buzz Rankings chart shows the brands with the highest average Buzz scores between January and June 2014. The Buzz Improvers chart ranks the brands with the highest increase in Buzz between January to June 2014 and January to June 2013. Both scores are representative of the general population.

All Buzz scores listed have been rounded to a single decimal place, however, we have used additional precision to assign ranks.

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