learn from the best: america’s most loved brands...morning consult brand toolbox learn from the...

M O R N I N G C O N S U LT B R A N D TO O L B OX

LEARN FROM THE BEST: AMERICA’S MOST LOVED BRANDS

In-depth brand tracking data on the companies that have already made the grade


INTRODUCTION Key takeaways and

about our company

0102THE MOST LOVED BRANDS IN AMERICAThe top 25 03

DEMOGRAPHIC STANDOUTS

Top 10s and standouts among key demographics 04

A CLOSER LOOK: NETFLIX, LEVI’S, AND DOLLAR TREEDigging into three of the most loved brands05

WHAT DO AMERICANS

THINK ABOUT YOUR BRAND?

WHAT’S IN THE REPORT

THE MORNING CONSULT BRAND TOOLBOX

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).

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Levi’s had already been around for 150 yearswhen YouTube launched in 2005.

The video streaming giant bears next to nothing in common with the classic denim company. Yet both have established themselves among the most beloved brands in the country, demonstrating the wide range of paths available to becoming an icon.

While there’s no singular trend tying together each of the brands included in this report, we can draw important lessons about building a healthy brand. Here are a few of the findings I think are particularly worthy of your time:

I hope you find the rest of this report helpful. There is contact information on the last page, and I encourage you to send along any questions or feedback you may have.

SINCERELY,

Michael RamletMorning Consult Co-Founder and CEO

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:

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.

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 18-29 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.

1.

2.

INTRODUCTIONK E Y T A K E A W A Y S


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.

INTELLIGENT DATA, INTELLIGENT DECISIONS

OUR FLAGSHIP PRODUCT

Intel l igence

A B O U T M O R N I N G C O N S U LT

Currently tracking over 1,800 brands and products, with 200 interviews per day per brand.

REQUEST A DEMO HERE

What Consumers THINK

What Consumers SAY

What Consumers SEE

Collecting over 3 million market research invterviews

Evaluating over 100 million social media posts

Analyzing over 85,000 news media outles


Identify demographic targets and geographic trends to customize communications & marketing campaigns.

STRATEGIC PLANNING

Track brand perception in real-time with the Brand Intelligence dashboard in your inbox.

DAILY MONITORING

Evaluate the magnitude of a crisis and track the effectiveness of your response.

CRISIS RESPONSE

USE CASES

https://intel.morningconsult.com/


THE MOST LOVED BRANDS IN AMERICAThe top 25


C O M PA N Y N E T FAVO R A B I L I T Y

1 GOOGLE 78.7

2 HERSHEY’S 78.6

3 PILLSBURY 76.1

4 AMAZON 76

4 UPS 76

6 KELLOGG’S 75.9

7 SONY 75

8 BETTY CROCKER 74.1

9 YOUTUBE 73.8

10 CAMPBELL SOUP 72.9

11 COLGATE 72.9

12 CLOROX 72.7

13 FEDEX 72.6

14 NETFLIX 72.2

15 LEVI'S 71.9

16 HOME DEPOT 71.9

17 DOVE 71.7

18 FRITO-LAY 71.4

19 DOLLAR TREE 71.2

19 LOWE'S 71.2

19 SAMSUNG ELECTRONICS 71.2

22 NESTLE 70.8

23 LIPTON 69.7

24 GENERAL MILLS 69.6

25 MICROSOFT 69.4

THE TOP 25 OVERALLT H E M O S T L O V E D B R A N D S I N A M E R I C A

Brands are ordered by net favorability (favorability minus unfavorability).


DEMOGRAPHIC STANDOUTSTop 10s and standouts among key demographics



1 YOUTUBE 82

2 GOOGLE 80.5

3 NETFLIX 79.7

4 AMAZON 73.5

5 SONY 71.5

6 PIXAR 70.9

7 HERSHEY’S 70.7

8 UPS 69.3

9 DOLLAR TREE 69.1

10 COLGATE 67.8

C O M PA N YN E T FAVO R A B I L I T Y

A M O N G YO U N G A D U LT SD I F F E R E N C E F RO M

A L L A D U LT S

RED BULL 19.2 +20.5

SNAPCHAT 36.5 +18.6

SPOTIFY 48.8 +15.7

INSTAGRAM 46.8 +15.7

MONSTER BEVERAGE 11.4 +13.9

AMONG 18-29 YEAR-OLDSD E M O G R A P H I C S T A N D O U T S

The Most Loved Brands among 18-29 year-olds

Standout brands among 18-29 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 18-29 year-olds


C O M PA N YN E T FAVO R A B I L I T Y A M O N G B O O M E R S

D I F F E R E N C E F RO M A L L A D U LT S

PROCTOR & GAMBLE 71.3 +20.3

KIMBERLY CLARK 51.1 +18.5

MAYO CLINIC 68.3 +17.4

BAYER 69.5 +16.7

SCOTTS MIRACLE-GRO 55.6 +15.5


1 HERSHEY’S 83.8

2 PILLSBURY 83.5


4 UPS 82.2

5 CLOROX 81.9

6 KELLOGG 81.2

7 HEINZ KETCHUP 80.7

8 CAMPBELL SOUP 80.1

9 LEVI’S 79.1


10 LOWE’S 79.1

The Most Loved Brands among boomers

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.

AMONG BOOMERSD E M O G R A P H I C S T A N D O U T S


C O M PA N YN E T FAVO R A B I L I T Y A M O N G

F I N A N C I A L E L I T E SD I F F E R E N C E F RO M

A L L A D U LT S

FIDELITY INVESTMENTS 58.2 +33.1

WILLIAMS SONOMA 56.1 +28.9

WESTIN 49.6 +27.2

HYATT HOTELS 49.6 +27.1

RITZ-CARLTON 59 +25.7


1 AMAZON 85.8

2 HERSHEY’S 83.7

3 NATIONAL GEOGRAPHIC 83.1

4 UPS 82.7

5 LOWE’S 81.5

6 CLOROX 81

7 SONY 80.5


9 MARRIOTT 79.7

10 COLGATE 79.5

The Most Loved Brands among financial elites

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.

AMONG FINANCIAL ELITESD E M O G R A P H I C S T A N D O U T S



A M O N G M E ND I F F E R E N C E F RO M

A L L A D U LT S

PLAYBOY 26.1 +23.1

SPORTS ILLUSTRATED 46.7 +12.7

FOX SPORTS 46.2 +10.9

CASTROL 43.7 +10.4

CATERPILLAR 49.5 +10.3


1 HERSHEY’S 76.8

2 GOOGLE 75.9

3 SONY 74.9

4 KELLOGG 74.3

5 UPS 74.1

6 AMAZON 73.3

7 YOUTUBE 73


8 LEVI’S 72.9

10 COLGATE 72.9

The Most Loved Brands among men

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.

AMONG MEND E M O G R A P H I C S T A N D O U T S



A M O N G WO M E ND I F F E R E N C E F RO M

A L L A D U LT S

REVLON 63.5 +16.8

L’OREAL 64 +16.7

PINTEREST 59.3 +15.2

SHEA MOISTURE 42.2 +14.3

AVEENO 66.2 +13.5


1 GOOGLE 81.5

2 HERSHEY’S 80.2

3 PILLSBURY 79.5


5 AMAZON 78.2

6 UPS 77.6

7 KELLOGG 77.4

8 DOLLAR TREE 77.1

8 DOVE 76


The Most Loved Brands among women

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.

AMONG WOMEND E M O G R A P H I C S T A N D O U T S


A CLOSER LOOK: NETFLIX, LEVI’S , AND DOLLAR TREEDigging into three of the most loved brands


BRAND VITALSA C L O S E R L O O K : N E T F L I X

BRAND ID

96%The percentage of Americans who have heard of the brand

TRUST63%The percentage of Americans who say they trust the brand to do the right thing

COMMUNITY IMPACT72%The percentage of Americans who say the brand has a positive impact on their community

PURCHASING CONSIDERATION

72%

The percentage of Americans who would consider purchasing a product or service from the brand

FAVORABILITY

77%The percentage of Americans with a positive opinion of the brand

UNFAVORABILITY

5%The percentage of Americans with a negative opinion of the brand

Favorability by state

The percentage of Americans who have a very favorable opinion of the brand 0% 20% 40% 60% 80%

Very Favorable



WHO LOVES NETFLIX MOST?A C L O S E R L O O K : N E T F L I X

By demographicVery favorable Somewhat Favorable Neutral Somewhat Unfavorable Very Unfavorable

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%

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



The percentage of Americans who have a very favorable opinion of the brand 0% 20% 40% 60%

Very Favorable

BRAND VITALSA C L O S E R L O O K : L E V I ’ S


BRAND ID





69%


FAVORABILITY


UNFAVORABILITY



WHO LOVES LEVI ’S MOST?A C L O S E R L O O K : L E V I ’ S

By demographic

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%

Gender: Male

Gender: Female

Generation: GenZers


Generation: GenXers

Generation: Boomers

Income: Under 50k

Income: 50k - 100k

Income: 100k+

Educ: < College


Educ: Post-grad

Ethnicity: White

Ethnicity: Hispanic

Ethnicity: Afr. Am.

Ethnicity: Other




Very favorable Somewhat Favorable Neutral Somewhat Unfavorable Very Unfavorable



The percentage of Americans who have a very favorable opinion of the brand 0% 20% 40% 60% 80%

Very Favorable


BRAND VITALSA C L O S E R L O O K : D O L L A R T R E E

BRAND ID





77%


FAVORABILITY


UNFAVORABILITY



WHO LOVES DOLLAR TREE MOST?A C L O S E R L O O K : D O L L A R T R E E

By demographic

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%

Gender: Male

Gender: Female

Generation: GenZers


Generation: GenXers

Generation: Boomers

Income: Under 50k

Income: 50k - 100k

Income: 100k+

Educ: < College


Educ: Post-grad

Ethnicity: White

Ethnicity: Hispanic

Ethnicity: Afr. Am.

Ethnicity: Other




Very favorable Somewhat Favorable Neutral Somewhat Unfavorable Very Unfavorable


WHAT DO AMERICANS THINK ABOUT YOUR BRAND?

FIND OUT HERE

https://intel.morningconsult.com/


METHODOLOGY

CONTACT

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 2018. 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, 2018. The margin of error for each brand is plus or minus 1%.

QUESTIONS ABOUT THE REPORT?

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PRESS INQUIRIES?

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O F F I C E S

NEW YORK

CHICAGO SAN FRANCISCO

D.C.


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