America’s most loved brands are…

BY Marianne Wilson

Four retailers rank among the top 25 most loved brands in the United States.

That’s according to an annual survey by Morning Consult that ranks the nation’s biggest brands based on brand favorability. Amazon claimed the No. 4 spot, with an overall rating of 76, and Home Depot came in at No. 15, at 72.1. Dollar Tree and Lowe’s tied at No. 19, both with a rating of 71.2.

Google took the top spot in Morning Consult’s Most Loved Brands in America, with an overall rating of 78.7, followed by Hershey’s, at 78.6, and Pillsbury, at 76.1.

The report also ranked favorite brands according to community. Trader Joe’s and DSW led among suburbanites, while Carhartt and Cabela’s were tops with in rural communities.

Morning Consult’s Most Loved Brands 2018 edition uses over 250,000 interviews with U.S. adults to provide an in-depth view of the companies, organizations and brands that define American culture and commerce. The data is sourced from Morning Consult Brand Intelligence.

The final rankings were determined using surveys conducted online among a national sample of adults. Between 2,500 and 50,000 adults rated each of the over 1,000 companies from January through March 2018. The average company was surveyed over 12,000 times. The maximum margin of error for a given brand is plus or minus 2%.


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