US best brand rankings 2024

Tech regaining trust and affinity with Americans

YouGov analysis reveals Facebook as the most improved brand among Americans between 2022 and 2023.

YouGov Global Best Brand Rankings are based on scores taken from YouGov BrandIndex – our industry-leading brand health tracker. The metric used is Index: a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend, and Reputation.

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Facebook topped the United States list for most improved brands, with a year-over-year increase in Index score of 8.8 points. Next in line was Amazon, which also ranked second overall among Americans, gaining 7.0 points in Index Score year-over-year. Fellow tech company Spotify placed third in our brand improvers ranking, increasing by 5.2 points in 2023.

Among the top 10 brand improvers from 2023, the only two non-tech brands were Johnson & Johnson (4th place) and AutoZone (9th).

BAND-AID ranks #1 overall, once again

For the second year in a row, BAND-AID has topped the Best Brand Rankings list among Americans, earning an aggregate Index score of 52.1 points.

The competition was fierce, however, with Amazon placing second with an Index score of 52.0, and Dawn third with an Index score of 51.9

CPG brands Dove and Clorox place fourth and sixth, respectively, with Samsung nestling in between at fifth overall among Americans.

All ten brands in America's top ten have a global footprint, and many appear in the top 10 for other markets studied as well.

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Methodology

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 December 31, 2023, to the previous 12-month period.

All Index scores listed have been rounded to a single decimal place; however, we have used additional precision to assign ranks. All brands have been tracked for at least 18 months to appear in the Improvers tables.