From Amazon to Colgate, these are the 25 most loved brands in America

Chris Hondros/Getty ImagesA Walmart employee.
  • Amazon,Netflix, and Home Depot some of America’s favourite brands, according to the latest version of Morning Consult’s Most Loved Brands study.
  • Morning Consult conducted more than 400,000 survey interviews to determine the rankings.
  • Retailers and tech companies fared well overall.

Many of Americans’ favourite brands are companies that are making it easier to access information and the things people need to buy.

According to Morning Consult’s Most Loved Brands study, released Wednesday, Amazon is the most beloved brand in America, despite weathering multiple controversies in the last year.

Other tech companies, including Netflix and Google, fared well on Morning Consult’s ranking, as did retailers like Home Depot and Lowe’s.

In ranking the brands, the intelligence company considered four factors: brand favorability, trust, community impact, and net promoter score, or how likely a respondent would be to recommend the brand. Combining the scores of these four factors, the company was able to give each brand an index score out of 400. Morning Consult conducted more than 400,000 survey interviews in order to assign a score to the brands, with each company receiving ratings from between 1,000 and 56,000 people over the age of 18.

Here are the top 25 companies in Morning Consult’s ranking of America’s favourite brands:


25. Colgate has an index score of 230 out of 400

Getty/ Scott OlsonColgate comes in 25th place.

Millennials said Colgate was one of their favourite brands, unlike Baby Boomers who preferred Crest.


24. Chick-fil-A earned a score of 230.1

MANDEL NGAN/Getty ImagesChick-fil-A takes the 24th place.

Chick-fil-A scored especially high among those who make over $US75,000 a year and among those who live in suburban areas.


23. Walt Disney earned an index score of 230.2

Disneyland/FacebookWalt Disney takes the 23rd place.

Walt Disney ranked especially high for millennials and for those living in suburban areas.


22. Dairy Queen has an index score of 230.4

Hollis JohnsonDairy Queen takes the 22nd place.

Dairy Queen is most popular among people who live in rural communities.


21. PayPal scored 230.9

PayPal is most popular among people between the ages of 38 and 53, known as Gen X.


20. Walgreens earned an index score of 232.1

Women and those living in urban areas favoured Walgreens as a top brand.


19. Subway has an index score of 233.4

Subway ranked as one of the most loved brands among Baby Boomers.


18. Walmart earned a score of 234.8

Chris Hondros/Getty ImagesWalmart comes in 18th place.

Walmart is especially loved by Gen-Z.


17. Dove has an index score of 235

Mike Mozart/FlickrDove comes in 17th place.

Women tend to love Dove more than men, but Gen-X expressed the most interest in the brand.


16. Weather Channel earned a score of 235.1

The Weather Channel ranked especially high among Generation X and Baby Boomers, along with those who make over $US75,000 a year.


15. Target scored 235.5

Those who make over $US75,000 a year and those who live in suburban communities love Target the most.


14. YouTube earned a score of 236

Gen- Z ranks YouTube as its third most loved brand, while Baby Boomers ignore the video platform entirely.


13. Tide raked in a score of 236.5

Tide is most important to Baby Boomers and Generation X.


12. Samsung has a score of 237.5

Millennials and Generation X both say Samsung is one of their most loved brands.


11. Lowe’s is tied with Samsung, also earning a score of 237.5

Bruce Bennett/Getty ImagesLowe’s comes in 11th place.

Lowe’s is popular among Baby Boomers and Generation X. It’s also popular among people who live in rural and suburban communities.


10. Cheerios rounds out the top 10 with a score of 241.2

Cheerios is most popular among those who live in rural communities.


9. Dollar Tree has an index score of 243.7

Business Insider/Hayley PetersonDollar Tree comes in 9th place.

Dollar Tree is unique because it is popular among people who live in rural, suburban, and urban communities.


8. FedEx earned 244 out of 400

Justin Sullivan/Getty ImagesFedEx comes in 8th place.

FedEx is loved by all age groups except Generation Z.


7. Hershey’s got an index score of 244.2

Facebook/Hershey’sHershey’s comes in 7th place.

Generation X and Baby Boomers both say Hershey’s is an important brand to them.


6. USPS earned a score of 247.9

Spencer Platt/Getty ImagesUSPS comes in 6th place.

USPS is loved by all age groups except Generation Z.


5. Home Depot rounds out the top five with a score of 248.3

Like FedEx and USPS, Home Depot is loved by all age groups except Generation Z.


4. UPS scored 255.6

Hollis Johnson/Business InsiderUPS comes in 4th place.

Those who live in rural America say UPS is their number one brand.


3. Netflix is in third place with a 259.4

All age groups rank Netflix as one of their most loved brands, except for Baby Boomers. Meanwhile, millennials ranked it number one.


2. Google is in second place with 261.1

All age groups rank Google as one of their most loved brands,except for Baby Boomers. Meanwhile, Gen-Z ranked it number one.


1. Amazon takes the top spot with 261.9

Amazon ranked at the top across age groups and regions.

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