United States

2018 - Index Rankings: US

#1 Band-Aid
#1 Band-Aid

For the second year in a row, Band-Aid is the healthiest brand in the eyes of American consumers.

#2 Amazon
#2 Amazon

Amazon takes the #2 spot in the US Rankings.

#3 Dawn
#3 Dawn

Dawn rises to #3 in the 2018 US Rankings.

#4 Hershey's
#4 Hershey's

Hershey's fights its way to the Top 10 for the first time, coming in at #4.

#5 Google
#5 Google

Google's huge announcements about Google Assistant, AI, Duplex, and more helped drive it to #5.

#6 Clorox
#6 Clorox

Clorox jumps up to #6 in the 2018 US Rankings.

#7 Netflix
#7 Netflix

Netflix finds its way back into the Top 10, coming in at #7!

#8 M&Ms'
#8 M&M's

M&M's comes in at #8 for the second year in a row.

#9 Dove
#9 Dove

Dove ranks #9, coming in the US Top 10 for the first time!

#10 Craftsman
#10 Craftsman

Craftsman rounds out the US Rankings at #10.

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

Top Overall US 2018 Index and Improver Rankings

Top Index Rankings by Industry

Methodology: 

The 1630 brands in YouGov BrandIndex were ranked based on the 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, 2017 and June 30, 2018. The Index Improvers chart ranks the brands with the highest increase in Index, comparing scores from the previous 12-month period. Both scores are representative of the general population of adults 18+.

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

All brands have been tracked for at least 6 months to be included in the rankings, and have been tracked for at least 6 months in the prior year’s period (as well as being currently tracked) to appear in the movers tables.

For more information about how YouGov’s Plan & Track data can help your brand, please click here.

Top Brand Health 2018

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