The brands that define American culture and commerce, ranked using over 250,000 survey interviews with U.S. adults. Explore the Most Loved Brands overall, as well as standout brands among key demographics. How did we compile this list?
The 25 Most Loved Brands Overall
These are brands that Americans have the most favorable opinion of, as determined by net favorability (favorability minus unfavorability). The full methodology is available here.
These are brands that Americans have the most favorable opinion of, as determined by net favorability (favorability minus unfavorability). The full methodology is available here.
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01
Google
Net Fav: 78.7 -
02
Hershey's
Net Fav: 78.6 -
03
Pillsbury
Net Fav: 76.1 -
04
Amazon
Net Fav: 76 -
04
UPS
Net Fav: 76 -
06
Kellogg's
Net Fav: 75.9 -
07
Sony
Net Fav: 75 -
08
Betty Crocker
Net Fav: 74.1 -
09
YouTube
Net Fav: 73.8 -
10
Campbell Soup
Net Fav: 72.9 -
10
Colgate
Net Fav: 72.9 -
12
Clorox
Net Fav: 72.7 -
13
FedEx
Net Fav: 72.6 -
14
Netflix
Net Fav: 72.2 -
15
Home Depot
Net Fav: 71.9 -
15
Levi's
Net Fav: 71.9 -
17
Dove
Net Fav: 71.7 -
18
Frito-Lay
Net Fav: 71.4 -
19
Dollar Tree
Net Fav: 71.2 -
19
Lowe's
Net Fav: 71.2 -
19
Samsung Electronics
Net Fav: 71.2 -
22
Nestle
Net Fav: 70.8 -
23
Lipton
Net Fav: 69.7 -
24
General Mills
Net Fav: 69.6 -
25
Microsoft
Net Fav: 69.4
How Levi's balances brand nostalgia with innovation
The Standout Brands
There are brands that are loved universally and there are brands that outperform in key demographics. Morning Consult looked at which brands stood out among young adults, financial elites, men and women, and different residential communities compared to their national ranking. Each section is calculated by subtracting the net favorability of the general population from the net favorability of a given demographic.
ScrollThe Standout Brands by Community
How rural, suburban and urban Americans differ from the general population
We looked at the largest gaps between the public’s love of a brand and that of rural, urban and suburban residents. Below are the brands that standout in each community. (How we calculated this)
We looked at the largest gaps between the public’s love of a brand and that of rural, urban and suburban residents. Below are the brands that standout in each community. (How we calculated this)
Morning Consult Brand Intelligence tracks opinions of 50+ demographics for each brand.
Standout Brands Among Financial Elites
How financial elites differ from the general population
We looked at the largest gaps between the general public’s love of a brand and that of financial elites – those who have an income of $75k or more with at least $50k invested in the stock market. Below are the brands that standout among financial elites. (How we calculated this)
We looked at the largest gaps between the general public’s love of a brand and that of financial elites – those who have an income of $75k or more with at least $50k invested in the stock market. Below are the brands that standout among financial elites. (How we calculated this)
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Standout Brands Among Young Adults
How 18-29 year-olds differ from the general population
We looked at the largest gaps between the general public’s love of a brand and that of young adults (18-29 year-olds). Below are the brands that stand out among young adults. (How we calculated this)
We looked at the largest gaps between the general public’s love of a brand and that of young adults (18-29 year-olds). Below are the brands that stand out among young adults. (How we calculated this)
We have that data.
Standout Brands Among Men and Women
How men and women each differ from the general population
We looked at the largest gaps between the general public’s love of a brand and that of men and women. Below are the brands that standout among each gender. (How we calculated this)
We looked at the largest gaps between the general public’s love of a brand and that of men and women. Below are the brands that standout among each gender. (How we calculated this)
See the full top 10 for men and women
See the full top 10 for men and women