LEARN FROM THE BEST: AMERICA S MOST LOVED BRANDS

Transcription

1 LEARN FROM THE BEST: AMERICA S MOST LOVED BRANDS In-depth brand tracking data on the companies that have already made the grade

2 01 INTRODUCTION Key takeaways and WHAT S IN THE REPORT about our company 02 THE MOST LOVED BRANDS IN AMERICA The top DEMOGRAPHIC STANDOUTS 04 Top 10s and standouts among key demographics 05 WHAT DO AMERICANS THINK ABOUT YOUR BRAND? A CLOSER LOOK: NETFLIX, LEVI S, AND DOLLAR TREE Digging into three of the most loved brands THE This report is part of a series that seeks to give decision-makers a better set of tools for dealing with essential brand decisions - from managing a crisis to deepening consumer loyalty. To make sure you receive these reports, sign-up here (mncnslt.com/sub).

3 KEY TAKEAWAYS INTRODUCTION Recent advancements in survey research technology have allowed for a remarkable expansion of scale. More people can be reached more often, fundamentally altering the possibilities of what researchers are capable of understanding about public opinion. One of the many ways Morning Consult is taking advantage of these advancements is by interviewing thousands of Americans across the country on a daily basis regarding over 3,000 brands and products. The result is an unprecedented wealth of data on consumer sentiment. The data you will find in this report is just the tip of that iceberg - in it we look at the small number of brands who have risen to the very top. From this list of the most loved, there is much to learn about how to build a strong brand. Here are a couple findings that are particularly notable: Even in industries riddled with controversy and media speculation, companies that deliver strong products and services remain popular. Despite rampant speculation of a rising backlash against big tech, seven of the top 25 brands are technology companies, including the number one overall, Google. Among year-olds, the five most loved brands are all technology companies. Building an iconic brand doesn t take as long as it used to. Netflix and YouTube have vaulted to the top of the list thanks to massive popularity among younger generations - and relatively strong popularity among older Americans as well. We hope you find the rest of this report helpful. There is contact information on the last page, so please send along any questions or feedback you may have.

4 ABOUT MORNING CONSULT INTELLIGENT DATA, INTELLIGENT DECISIONS Morning Consult is a technology company revolutionizing ways to collect, organize, and share survey research data to transform how decisions are made. Our survey research technology produces results at unprecedented scale, speed, and accuracy. OUR FLAGSHIP PRODUCT Currently tracking over 1,800 brands and products, with 200 interviews per day per brand. What Consumers THINK Collecting over 3 million market research invterviews What Consumers SAY Evaluating over 100 million social media posts What Consumers SEE Analyzing over 85,000 news media outles Intelligence REQUEST A DEMO HERE USE CASES DAILY MONITORING Track brand perception in realtime with the Brand Intelligence dashboard in your inbox. STRATEGIC PLANNING Identify demographic targets and geographic trends to customize communications & marketing campaigns. CRISIS RESPONSE Evaluate the magnitude of a crisis and track the effectiveness of your response.

5 THE MOST LOVED BRANDS IN AMERICA The top 25

6 THE MOST LOVED BRANDS IN AMERICA THE TOP 25 OVERALL Brands are ordered by net favorability (favorability minus unfavorability). NET FAVORABILITY 1 GOOGLE HERSHEY S PILLSBURY AMAZON 76 4 UPS 76 6 KELLOGG S SONY 75 8 BETTY CROCKER YOUTUBE CAMPBELL SOUP COLGATE CLOROX FEDEX NETFLIX LEVI'S HOME DEPOT DOVE FRITO-LAY DOLLAR TREE LOWE'S SAMSUNG ELECTRONICS NESTLE LIPTON GENERAL MILLS MICROSOFT 69.4

7 DEMOGRAPHIC STANDOUTS Top 10s and standouts among key demographics

8 DEMOGRAPHIC STANDOUTS AMONG YEAR-OLDS The Most Loved Brands among year-olds Brands are ordered by net favorability (favorability minus unfavorability). NET FAVORABILITY 1 YOUTUBE 82 2 GOOGLE NETFLIX AMAZON SONY PIXAR HERSHEY S UPS DOLLAR TREE COLGATE 67.8 Standout brands among year-olds These are the brands that young adults most like relative to the general population. It is calculated by subtracting the net favorability of the general population from the net favorability of just year-olds NET FAVORABILITY AMONG YOUNG ADULTS DIFFERENCE FROM ALL ADULTS RED BULL SNAPCHAT SPOTIFY INSTAGRAM MONSTER BEVERAGE

9 DEMOGRAPHIC STANDOUTS AMONG BOOMERS The Most Loved Brands among boomers Brands are ordered by net favorability (favorability minus unfavorability). NET FAVORABILITY 1 HERSHEY S PILLSBURY BETTY CROCKER UPS CLOROX KELLOGG HEINZ KETCHUP CAMPBELL SOUP LEVI S GENERAL MILLS LOWE S 79.1 The standout brands among boomers These are the brands that boomers most like relative to the general population. It is calculated by subtracting the net favorability of the general population from the net favorability of just boomers. NET FAVORABILITY AMONG BOOMERS DIFFERENCE FROM ALL ADULTS PROCTOR & GAMBLE KIMBERLY CLARK MAYO CLINIC BAYER SCOTTS MIRACLE-GRO

10 DEMOGRAPHIC STANDOUTS AMONG FINANCIAL ELITES The Most Loved Brands among financial elites Brands are ordered by net favorability (favorability minus unfavorability). NET FAVORABILITY 1 AMAZON HERSHEY S NATIONAL GEOGRAPHIC UPS LOWE S CLOROX 81 7 SONY GENERAL MILLS MARRIOTT COLGATE 79.5 The standout brands among financial elites Financial elites are those americans that have an income of $75k or more with at least $50k invested in the stock market. These are the brands that financial elites most like relative to the general population. It is calculated by subtracting the net favorability of the general population from the net favorability of just financial elites. NET FAVORABILITY AMONG FINANCIAL ELITES DIFFERENCE FROM ALL ADULTS FIDELITY INVESTMENTS WILLIAMS SONOMA WESTIN HYATT HOTELS RITZ-CARLTON

11 DEMOGRAPHIC STANDOUTS AMONG MEN The Most Loved Brands among men Brands are ordered by net favorability (favorability minus unfavorability). NET FAVORABILITY 1 HERSHEY S GOOGLE SONY KELLOGG UPS AMAZON YOUTUBE 73 8 HEINZ KETCHUP LEVI S COLGATE 72.9 The standout brands among men These are the brands that men most like relative to the general population. It is calculated by subtracting the net favorability of the general population from the net favorability of just men. NET FAVORABILITY AMONG MEN DIFFERENCE FROM ALL ADULTS PLAYBOY SPORTS ILLUSTRATED FOX SPORTS CASTROL CATERPILLAR

12 DEMOGRAPHIC STANDOUTS AMONG WOMEN The Most Loved Brands among women Brands are ordered by net favorability (favorability minus unfavorability). NET FAVORABILITY 1 GOOGLE HERSHEY S PILLSBURY BETTY CROCKER AMAZON UPS KELLOGG DOLLAR TREE DOVE HEINZ KETCHUP 75.8 The standout brands among women These are the brands that women most like relative to the general population. It is calculated by subtracting the net favorability of the general population from the net favorability of just women. NET FAVORABILITY AMONG WOMEN DIFFERENCE FROM ALL ADULTS REVLON L OREAL PINTEREST SHEA MOISTURE AVEENO

13 A CLOSER LOOK: NETFLIX, LEVI S, AND DOLLAR TREE Digging into three of the most loved brands

14 A CLOSER LOOK: NETFLIX BRAND VITALS 96% BRAND ID Americans who have heard of the brand 77% FAVORABILITY Americans with a positive opinion of the brand 5% UNFAVORABILITY Americans with a negative opinion of the brand 72% PURCHASING CONSIDERATION Americans who would consider purchasing a product or service from the brand 72% COMMUNITY IMPACT Americans who say the brand has a positive impact on their community 63% TRUST Americans who say they trust the brand to do the right thing Favorability by state Americans Very Favorable who have a very favorable opinion of the brand 0% 20% 40% 60% 80%

15 A CLOSER LOOK: NETFLIX WHO LOVES NETFLIX MOST? By demographic Very favorable Somewhat Favorable Neutral Somewhat Unfavorable Very Unfavorable Gender: Male Gender: Female Generation: GenZers Generation: Millennials Generation: GenXers Generation: Boomers Income: Under 50k Income: 50k - 100k Income: 100k+ Educ: < College Educ: Bachelors degree Educ: Post-grad Ethnicity: White Ethnicity: Hispanic Ethnicity: Afr. Am. Ethnicity: Other Party ID: Democratic Party ID: Republican Party ID: Independent 44% 31% 31% 51% 27% 27% 66% 18% 18% 61% 24% 24% 49% 31% 31% 36% 36% 36% 48% 27% 27% 48% 32% 32% 48% 35% 35% 49% 27% 27% 47% 33% 33% 43% 36% 36% 46% 31% 31% 60% 22% 22% 57% 23% 23% 52% 25% 25% 54% 29% 29% 43% 31% 31% 47% 28% 28%

16 A CLOSER LOOK: LEVI S BRAND VITALS 95% BRAND ID Americans who have heard of the brand 76% FAVORABILITY Americans with a positive opinion of the brand 6% UNFAVORABILITY Americans with a negative opinion of the brand 69% PURCHASING CONSIDERATION Americans who would consider purchasing a product or service from the brand 43% COMMUNITY IMPACT Americans who say the brand has a positive impact on their community 58% TRUST Americans who say they trust the brand to do the right thing Favorability by state Americans Very Favorable who have a very favorable opinion of the brand 0% 20% 40% 60%

17 A CLOSER LOOK: LEVI S WHO LOVES LEVI S MOST? By demographic Very favorable Somewhat Favorable Neutral Somewhat Unfavorable Very Unfavorable Gender: Male Gender: Female Generation: GenZers Generation: Millennials Generation: GenXers Generation: Boomers Income: Under 50k Income: 50k - 100k Income: 100k+ Educ: < College Educ: Bachelors degree Educ: Post-grad Ethnicity: White Ethnicity: Hispanic Ethnicity: Afr. Am. Ethnicity: Other Party ID: Democratic Party ID: Republican Party ID: Independent 38% 39% 16% 36% 40% 19% 33% 30% 26% 34% 37% 21% 42% 38% 16% 40% 42% 14% 38% 36% 20% 38% 43% 15% 35% 47% 14% 39% 36% 18% 35% 45% 15% 31% 48% 16% 36% 41% 17% 41% 33% 18% 43% 33% 18% 40% 31% 20% 39% 39% 17% 35% 38% 21% 39% 41% 15%

18 A CLOSER LOOK: DOLLAR TREE BRAND VITALS 96% BRAND ID Americans who have heard of the brand 76% FAVORABILITY Americans with a positive opinion of the brand 7% UNFAVORABILITY Americans with a negative opinion of the brand 77% PURCHASING CONSIDERATION Americans who would consider purchasing a product or service from the brand 60% COMMUNITY IMPACT Americans who say the brand has a positive impact on their community 62% TRUST Americans who say they trust the brand to do the right thing Favorability by state Americans Very Favorable who have a very favorable opinion of the brand 0% 20% 40% 60% 80%

19 A CLOSER LOOK: DOLLAR TREE WHO LOVES DOLLAR TREE MOST? By demographic Very favorable Somewhat Favorable Neutral Somewhat Unfavorable Very Unfavorable Gender: Male Gender: Female Generation: GenZers Generation: Millennials Generation: GenXers Generation: Boomers Income: Under 50k Income: 50k - 100k Income: 100k+ Educ: < College Educ: Bachelors degree Educ: Post-grad Ethnicity: White Ethnicity: Hispanic Ethnicity: Afr. Am. Ethnicity: Other Party ID: Democratic Party ID: Republican Party ID: Independent 31% 41% 20% 45% 35% 13% 40% 32% 20% 42% 34% 16% 39% 37% 15% 35% 43% 16% 44% 34% 15% 31% 44% 17% 24% 44% 21% 44% 35% 15% 27% 45% 18% 25% 44% 20% 36% 40% 16% 42% 33% 17% 51% 29% 13% 39% 32% 21% 40% 37% 15% 37% 42% 14% 37% 36% 19%

20 WHAT DO AMERICANS THINK ABOUT YOUR BRAND? FIND OUT HERE

21 METHODOLOGY The rankings were determined using surveys conducted online among a national sample of adults. Between 2,500 and 50,000 adults rated each of the over 1,000 companies from January through March The average company was surveyed over 12,000 times. The maximum margin of error for a given brand is plus or minus 2%. For the closer look section, between 17,000 and 18,000 adults rated each of the companies from April 3 through June 3, The margin of error for each brand is plus or minus 1%. CONTACT QUESTIONS ABOUT THE REPORT? BD@morningconsult.com OFFICES PRESS INQUIRIES? press@morningconsult.com NEW YORK D.C. CHICAGO SAN FRANCISCO