Survey Says: Amazon Is The Top Retail Brand

Amazon took the top spot as the best perceived brand for the first half of 2015, according to the mid-year rankings released yesterday (July 14) by London-based online market research firm YouGov.

The company’s brand intelligence service called BrandIndex tracks brand perception among the public, operating on both the domestic and international level. YouGov’s BrandIndex ranked the top 10 best perceived brands for the first half of 2015, as well as the 10 brands with the biggest perception gains.

In the U.S., Amazon secured its place as the number one best perceived brand so far in 2015. It also was the highest-ranked brand overall last year.

While travel booking site Trivago took the No. 3 spot in the biggest gainers in perception category, YouGov BrandIndex CEO Ted Marzilli told MediaPost it is a brand to keep an eye on. Marzilli said Trivago is making substantial advancement into the brand consciousness of American consumers.

To gather its data, YouGov BrandIndex interviewed 1.2 million adults, ages 18 and over. The firm then analyzed daily perception data for over 1,400 major consumer brands in the U.S., spanning more than 35 industry categories, in order to put together its rankings, MediaPost reported.

The rankings utilized the company’s Index score as a main indicator, combing data that fell into six sub-scores, including satisfaction, general impression, value, quality, willingness to recommend and reputation.

Tech giants Apple, Samsung and Google nabbed the No. 6, No. 7 and No. 8 spots on the mid-year rankings for U.S. Top Buzz, respectively.

The brands were rated using YouGov BrandIndex’s Buzz score. Respondents to the survey are asked: “If you’ve heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?”

The survey’s Buzz scores can range anywhere from 100 to -100. Those scores are then compiled by subtracting negative feedback from positive.

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