2016 Annual Rankings

2016 - Annual Rankings: US Top Buzz

The top four in the 2016 rankings are unchanged since 2015 but there is significant movement in this year’s Top Ten. After a difficult year Samsung, Apple and iPhone have all slipped from the leaderboard.

Dawn and Home Depot are both brand new entrants into the Top Ten, and Lowe’s moves from joint 9th to win its first top five position. 
1 Amazon
$100 billion revenues and four solid years at the top of the BrandIndex rankings. When it first topped the rankings back in 2013 the Kindle Fire was Amazon’s big holiday seller. This year it was the Echo Dot. In 2016 Amazon has gone full circle to launch brick and mortar bookstores and the grocery store Amazon Go. Amazon also appears on this year's biggest gainers list.

2 Netflix
Now available in 190 countries Netflix dominates the streaming sector with groundbreaking original content including: Orange is the New Black, Lady Dynamite, and The Crown. Netflix has been at number two since 2015.
3 YouTube
YouTube’s ratings do not seem to have not been affected by recent policy changes which “delist” content for monetization where it sees the content as less than advertiser-friendly.
4 Google
Google continues its cycle of innovation and expansion. In 2016, Google rolled out new products and services, including its iPhone rival the new Pixel smartphone; Google Home – Google’s answer to voice-activated home speakers; and the new Jamboard which reinvents the traditional whiteboard. Google has also announced the expansion of its delivery service, Google Express.

5 Lowe’s
Although still focused on home-improvement projects, Lowe’s new ads are becoming more focused on emotion than product shots, in the hopes of tempting in a new millennial audience. Lowe’s launched a new video-streaming app and The Weekender, a new DIY series available on Apple TV.

6 M&Ms
Number 6 on the list celebrated its 75th year in 2016. The celebration kicked off with "Candyman," a modern remake of Sammy Davis Jr.'s The Candy Man, and enlisted the help of M&M'S fans in its nationwide “Flavor Vote”. To round out the celebrations, $750,000 worth of product was shipped to military care.
7 Cancer Treatment Centers of America
This year, the CTCA was recognized for innovation in marketing. A clear and consistent message is key to a polished brand, as Cancer Treatment Centers of America’s position seems to show. The hospital chain is the only health care provider to feature in the BrandIndex Top Ten.

7 (equal) Walgreens*
Walgreens business news in 2016 was dominated by their proposed acquisition of Rite Aid. For consumers they rolled out “Whatever Makes You Feel Beautiful” videos featuring friends chatting about pressing beauty issues.
8 Home Depot
This is the first year Home Depot, the world’s largest home improvement chain has made it into the annual Top Ten. Two home improvement retailers are on the list for the first time, perhaps a sign of the rebounding economy. A little over one year ago, Home Depot unveiled its strategic framework called "Interconnecting Retail," centered on customer experience, product authority and productivity. This plan may have contributed to its #1 ranking among big box retailers for its digital performance.

9 Dawn
The Proctor and Gamble brand achieves Top Ten status for the very first time. The dish detergent, with its long history of helping birds and wildlife in pollution distress, is now trying to extend its reach as the go-to cleaner for everything from clothing stains to hubcaps and hand tools.
10 Cheerios
Also celebrating 75 years, Cheerios has been the perception standout the cereal market. Now being marketed as gluten-free, parent company General Mills unveiled new recipes for Frosted Cheerios, Chocolate Cheerios, and Fruity Cheerios, the latter of which includes fruit and vegetables juices instead of artificial ingredients.

* Correction

US Top Buzz Rankings 2016

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 December 2016. The Buzz Improvers chart ranks the brands with the highest increase in Buzz comparing scores in years 2015 and 2016. 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.

A BestBrand Communications Pack is available for brands who have achieved Top Ten Status. Please contact us on bestbrand@yougov.com

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