2017 Index Rankings

2017 - Index Rankings: US

#1 Band-Aid
#1 Band-Aid

Band-Aid brand rises to #1!

#2 Amazon
#2 Amazon

Amazon comes in at #2 in the US and #7 globally

#3 Google
#3 Google

Google is radically changing it’s homepage for the first time since 1996 this year

#4 Craftsman
#4 Craftsman

Sears sold its Craftsman brand to Stanley Black & Decker for $900 million earlier this year, pushing the brand to #4 in the ranks

#5 Dawn
#5 Dawn

Dawn continues to help save wildlife as well as cut the grease

#6 YouTube
#6 YouTube

The video giant appears at #6 in the US Rankings and #2 globally

#7 Clorox
#7 Clorox

Clorox launched it’s “Bleachable Moments” campaign this year

#8 M&Ms
#8 M&Ms

With the launch of M&Ms new caramel flavor, the brand shows up at #8

#9 Lowe's
#9 Lowe's

Coming in at #9 after last year's "Make Your Home Happy" campaign

#10 Quaker
#10 Quaker

Quaker rounds out the top-10 this year

#1 Band-Aid
#2 Amazon
#3 Google
#4 Craftsman
#5 Dawn
#6 YouTube
#7 Clorox
#8 M&Ms
#9 Lowe's
#10 Quaker

Top Overall Rankings for the US 2017 Index Rankings

Top Index Rankings across all categories »

Top Index Improvers across all categories »

Top US Ad Awareness and Improvers across all categories »

Top Rankings by Industry Category

Methodology: 

These brands were rated using YouGov BrandIndex’s Index score which is a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation.

The Index Rankings chart shows the brands with the highest average Index scores between July 1, 2016 and June 30, 2017. The Index Improvers chart ranks the brands with the highest increase in Index comparing scores from the previous year. Both scores are representative of the general population.

These brands were rated using YouGov BrandIndex’s Index score which is a measure of overall brand health which takes into account consumers’ perceptions of a brand’s quality, value, impression, satisfaction, reputation and whether they would recommend the brand to others.

The Index Rankings list shows the brands with the highest average Index scores between July 1, 2016 and June 30, 2017. The Index Improvers list ranks the brands with the highest increase in Index comparing scores from the previous year. Both scores are representative of the general population.

All Index scores listed have been rounded to a single decimal place, however, we have used additional precision to assign ranks where the scores are tied.

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