2014 - Annual Global Ranking

2014 - Annual Rankings: US Top Buzz

#1 Amazon (29.7) Talk about being a Teflon brand – despite one of its most difficult years in terms of court battles with warehouse workers, public skirmishes with Hachette and its authors, and the misfire of its first mobile phone, online retailer Amazon remains the best perceived brand in the U.S. The day after this past Christmas, the company announced more than 10 million new members worldwide subscribed to Amazon Prime during the holiday season and Fire tablet sales more than tripled on Black Friday.

#2 YouTube (26.3) Jumping up four spots from last year, the website has tightened its grip on video sharing. According to a Sandvine report released in December, YouTube accounted for 18% of all mobile web traffic in North America in September. Last year, YouTube launched a major ad campaign featuring some of its most popular content creators, who have in turn become popular product endorsers and press subjects.

#3 Netflix (26.1) Underscoring the watershed year 2014 was for streaming media, Netflix moves from number 12 last year to the third spot, just behind rivals YouTube and Amazon. The company racked up lots of Emmy and Golden Globe Award nominations for highly buzzed-about original programming such as “Orange Is The New Black” and “House Of Cards,” while appealing to many TV series and film addicts.

#4 Subway (24.9) In total sales, Subway is second to only McDonald’s and remains one of the fastest growing restaurant franchises in the world. This past year, Subway introduced new products such as the Prime Rib Melt and teamed up with Keurig Green Mountain to bring their single-serve brewers for on-demand coffee.

#5 Samsung (24.3) Leaping up from number 11 last year, Samsung continued its breakneck pace of electronic product and software introductions. Rolling out aggressive marketing poking fun at their rival iPhone throughout the year, Samsung continued its aggressive front by making its own September product announcements ahead of the iPhone 6 press conference, including the Galaxy Note 4, the Galaxy Note Edge and the Gear virtual reality headset.

#6 Apple (22.9)
Despite a lot of unwanted U2 on people’s playlists and a shaky iOS 8 launch, Apple is back in the top 10 after two years off the list. Big news for 2014 was the iPhone 6 and the Apple Pay mobile wallet. Apple’s first wearable Apple Watch, was revealed but won’t be available until 2015.

#7 Google (22.6)
Early in the year Google took a dive into home automation with the acquisition of Nest. They have continued to expand into myriad spaces investing in Healthcare with smart contacts for diabetics, anti-aging with the announcement of Calico, gaming, Robotics, self-drive cars and of course wearables - the list is long. Meanwhile Google still manages trillions of searches a year and continues to expand its ad business.

#8 Lowe’s (22.4)
Lowe’s is down from number 5 position in 2013 but still managed a strong year financially. The home improvement store continues to educate homeowners with helpful hints on its quirky, award winning Vines.

#9 Ford (22.1)
Ford had a flat sales year in 2014 and saw their BrandIndex ranking drop from number 2 to number 9. Iconic CEO Mulally retired this year. He has since joined the board at Google and has not ruled out a Presidential run.

#10 Cheerios (21.8)
General Mills continues its policy of inclusiveness reintroducing its interracial family ad at the Super Bowl. The initial 2013 ad was withdrawn online because the reaction was deemed no longer family friendly.

Top Buzz Rankings
Top Buzz Rankings

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 2014. The Buzz Improvers chart ranks the brands with the highest increase in Buzz comparing calendar years 2013 and 2014. 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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