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Most popular LGBT brands

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Tue, 21/06/2011 - 21:40
Ted Marzilli

YouTube, Google, Netflix, Amazon and Subway are the five brands best perceived by lesbian, gay, bisexual and transgender Americans.

Google, which owns YouTube, has a long history supporting LGBT rights. Co-founder Sergey Brin has publicly opposed California’s Proposition 8 since 2008, while the company offers tax benefits to its LGBT employees, has issued a coming out/tolerance employee video on YouTube, and currently adds a rainbow image to the top of search results of gay-related searches.

Disneyland/Disney World, which ranks #7, has had an annual Gay Day for 20 years, despite protests from religious groups and recently hosting a gala for Focus On The Family.

Other brands which rank high on YouGov BrandIndex’s list include Whole Foods (#6), iPhone (#8), HBO (#10), Lowe’s (#11), Cheerio’s (#12), Food Network (#13), Ford (#14), M&M’s (#15), Apple (#17), Trader Joe’s (#18), Bose (#19) and iPod (#20).
The 10th best perceived brand, Claritin, is also the highest gaining brand with the LGBT demo over the past 90 days. Nike, which ranks #16, is the second highest gaining brand.

AT&T’s high positioning on the gainers chart (#4) comes at the expense of GLAAD president Jarrett Barrios stepping down over his organization’s public backing of AT&T’s merger with T-Mobile. GLAAD sent a letter to the FCC supporting the merger after receiving $50,000 from the wireless phone company.

Southern dining chain Chick-Fil-A made #6 on the gainers chart, recovering from a February blow-up when they were accused of supporting events that were connected with anti-gay groups.

For this study, results were filtered for U.S. citizens who identified themselves as lesbian, gay, bisexual or transgender. Margin of error is +/- 6%.All of the more than 1,100 brands that YouGov BrandIndex tracks were measured using the company’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?"

Top 20 Buzz brands
Top 20 Buzz improvers
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