Global Rankings

2018 - Index Rankings: US Top Index and Improver Rankings




Top Index Rankings
Rank Brand 2018 Score
1 Band-Aid 58.1
2 Amazon.com 55.0
3 Dawn 47.5
4 Hershey's 47.3
5 Google 45.9
6 Clorox 45.6
7 Netflix 45.5
8 M&M's 45.5
9 Dove - Skincare 45.4
10 Craftsman 45.0






Top Index Improvers
Rank Brand 2018 2017 Change in Score
1 Samsung 43.4 38.0 5.4
2 Galaxy 19.2 14.9 4.3
3 Amazon Alexa 14.3 10.4 4.0
4 Target 30.1 26.3 3.8
5 Walmart 23.7 20.0 3.7
6 Bank of America 0.2 -3.4 3.7
7 Hulu 19.6 16.0 3.7
8 Volkswagen 8.7 5.1 3.6
9 Dove - Skincare 45.4 42.0 3.3
10 PayPal 32.6 29.3 3.3
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.

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