Nandini Nayak

The Love Index: The Most Loved Brand in the World Is…



We recently unveiled the Love Index, a new, data-driven system for measuring brand love, and a proprietary tool that any company can use to strategically inform its design process. While we’re extremely proud of this system — the result of years of research and the involvement of 26,000+ participants in three countries — what we’re just as excited to reveal are the results of the 2016 Love Index Study. Of the many fascinating findings, which ran the gamut from expected to surprising, there were a few standout discoveries that we thought were particularly fascinating…

Digital Domination

In an effort to discover consumers’ thoughts on both specific industries and brands and to gauge where consumers’ interests and loyalties lie, the study examined both prescribed brands provided by researchers, and top-of-mind brands, which were those that customers named without being prompted.

Given the nature of the study, for the top-of-mind category, customers could’ve listed any companies, from their favorite clothing brands to favorite fast-food chain. What was remarkable about the results was a phenomenon we’ll dub digital domination. In other words, when it was time for participants to name and rate their favorite brands, almost all of the most-named brands were digital companies, ranging from Google and Amazon to YouTube and WhatsApp. Not only that, but these digital brands consistently and universally outperformed analog brands.

And there was one other brand that performed exceptionally well: Walmart, which scored in the top 10 brands in the US. Yet it’s important to note that while Walmart is not technically a “digital brand,” it was the company’s high scores in the digital arena that led to its success. This exemplifies how important it is for every brand to have a quality digital presence, platform and strategy, even those that aren’t, by definition, digital brands.

And the Winners Are…

Based on interviews with respondents across the globe, the most loved brand in the world is Netflix, with the company setting the pace for all other companies, regardless of vertical.

With the exception of China, Netflix operates in every major market in the world, and has 75 million customers who streamed 42.5 billion hours of content last year. In an era of attention deficits, Netflix captivates the world in 20 languages, and the streaming service has disrupted TV viewing, storytelling, pop culture – and even daily conversation – thus raising people’s expectations for every other product and service they use.

Apple, Google, Microsoft and YouTube were the other most loved brands in the US, UK and Brazil, aligning with the pattern of digital domination:

  • US: Apple, Microsoft, Netflix
  • UK: Netflix, Google, Apple
  • Brazil: Netflix, YouTube, Google

Finally, one more revelation worth noting is that four experience leaders are setting the pace for business performance across industries: Netflix for Fun, Amazon for Helpful and Relevant, Apple for Engaging, and Facebook for Social.

Those just make up a sample of the Love Index findings. For all of the data broken down by industry, geography and generation, visit the Love Index website, and look out for more interesting insights coming your way soon.

Nandini Nayak

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