Facebook was the most improved brand with Americans in 2023, followed by Amazon and Spotify, a new analysis from YouGov finds.
YouGov’s Best Brand Rankings 2024 analyzes hundreds of thousands of survey responses about 2,000+ brands to uncover the top ranked and most improved brands with Americans.
The analysis finds that:
- BAND-AID was America’s top brand overall, placing #1 for the second year in a row. 60% of the top 10 brands come from the CPG category.
- Facebook was the most improved brand, recovering from a negative Index score in 2022.
- Amazon was the only brand to appear in both rankings, placing second overall and second in most improved, with sub-brand Amazon Prime also ranking 8th overall.
- Among the top 10 brand improvers from 2023, the only two non-tech brands were Johnson & Johnson (4th place) and AutoZone (9th).
“BAND-AID goes on top of cuts and boo-boos around the country, and it has topped YouGov’s 2024 US Best Brand Rankings, too,” said Ryan Gross, Head of Client Services, Data Products, Americas at YouGov. “A household name with near-universal awareness, BAND-AID remains trusted, affordable, and dependable for Americans, helping it to place first overall for the second year in a row.”
The brands in YouGov Global Best Brand Rankings were ranked based on the Index score, which measures overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend, and Reputation from hundreds of thousands of surveys from January 1 to December 31, 2023
The Best Brand Improvers charts rank the brands with the highest increase in Index scores, comparing scores from January 1 to December31, 2023, to the previous 12-month period.
See the full rankings list and learn more about the methodology here.
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