2015 Annual Rankings

2015 - Annual Rankings: US Top Buzz Improvers

#1 General Motors The first of four crisis comeback brands on this year’s chart is also notable for the largest perception gain in the shortest time after their own misstep. In early 2014, GM was called in by investigators and Congress for not reporting a defect for 10 years that led to 13 deaths. Although their perception hit bottom that April, their car sales hit records only two months later.

#2 Chevrolet Riding on the coattails of GM’s problems was its Chevrolet division, which received the brunt of the massive recalls stemming from the faulty ignition discovery. Chevy didn’t dip as far as GM when the crisis hit, so their comeback hasn’t been as great either.

#3Target It has been more than two years since Target’s 2013 Christmas time data breach exposed sensitive information on 40 million debit and credit cards. While safety measures have been put in place since then. Target is still in its long climb to full recovery.

#4 Netflix The streaming content company continues to snowball in popularity, producing much-buzzed-about and award-winning original content (“Daredevil,” “Sense8,” “House Of Cards,” “Orange Is The New Black,” “Master Of None”), while having 69 million subscribers around the world. Netflix is the #2 best perceived brand this year as well.

#5 Trivago Passing rivals such as Priceline and Travelocity to become the best perceived online travel booking site in 2015, metasearch engine Trivago has made its marketing mark with its “Trivago Guy” TV spokesperson, Tim Williams.

#6 Carnival Cruise Line The leisure cruise line has come a long way since its 2012 and 2013 issues with stranded ships, when it leveraged social media and worked to stay ahead of the crisis. Since then, the waters have been smoother as they have recovered in time for the important winter 2016 cruise season.

#7 FlonaseThanks to a very bad allergy season, Flonase generated almost $100 million in sales in its first 16 weeks on the shelf to become the category best-seller.

#8 Amazon Instant Video/Prime Instant Video The service has become much more than streaming content such as “Transparent” and “The Man In The High Castle,” but two-day shipping, andunlimited access and storage to music and photos as well. July 15th was Amazon’s “Prime Day,” where consumers could find “more deals than Black Friday.”

#9 Facebook This is the social network’s first appearance on the “improvers” list in recent memory. In the first three quarters of 2015, Facebook grew from 1.39 billion active monthly users to 1.55 billion.

#10 Amazon.com The top ranking brand was still growing in perception last year. Of every additional $1 Americans spent for items online this year, Amazon captured 51 cents, according to a recent estimate by analysts at Macquarie Research.

US: Top Buzz Improvers
US: Top Buzz Improvers

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?”

Buzz scores can range from 100 to -100 and are compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.​

The Buzz Rankings chart shows the brands with the highest average Buzz scores between January and December 2015. The Buzz Improvers chart ranks the brands with the highest increase in Buzz comparing years 2014 and 2015. 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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