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The Top 50 most relevant brands in the US that consumers simply can't live without. More details at http://bit.ly/2zzNZbK

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Prophet's Brand Relevance Index US 2017


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    inaugural

    INAUGURAL

    2016

    2017

    CN DE UK US

    PROPHET

    BRAND RELEVANCE

    INDEX™ 2017

    At Prophet, we believe that the

    strongest brands are the ones

    that are relentlessly relevant and

    making a difference in consumers’

    lives. Our annual Index ranks the

    Top 50 brands that consumers

    simply can’t live without.

    “By speaking directly with consumers,

    we’re able to determine which brands are

    truly indispensable to people’s lives and

    how forces like technology are changing

    consumer behaviors. Business leaders

    and brand builders can use our Index to

    identify both areas of strength and ways

    to improve the relevance of their brands.”

    JESSE PUREWAL, ASSOCIATE PARTNER

    WE SURVEYED

    13,500

    CONSUMERS ACROSS 275

    BRANDS IN 27 CATEGORIES

    AND THE RESULTS ARE IN...

    US

    11

    12

    13

    14

    15

    16

    5

    17

    18

    19

    3

    1

    21

    22

    20

    9

    6

    4

    10

    23

    24

    25

    2

    8

    7

    SEE THE TOP 50

    FUN FACT

    Amazon is a complete outlier from the rest of the retail category.

    Amazon’s relentless relevance helps the retail industry score in the top

    5 across all relevance principles.

    INDUSTRY LEADERS

    Electronics

    and Gaming

    Airlines

    Apparel (Casual)

    Apparel (Sports)

    Automotive

    Beverages

    Consumer

    Electronics

    Durable

    Goods

    Financial Data

    Services

    Food Consumer

    Products

    Freight

    Grocery and

    Drug Stores

    Healthcare

    Facilities

    Hospitality

    Household &

    Personal

    Media

    P&C Insurance

    Rental Car

    Restaurants

    Retail

    Retail Banking &

    Investments

    Ride Sharing

    Social Media &

    Internet Services

    Technology Endpoints

    & Software

    Telecommunications

    Toys & Sporting

    Goods

    Over ½ of all brands in top

    50 fall into media, tech,

    electronics/gaming and social

    media & internet services

    64%

    WINNING ACROSS THE 4 PRINCIPLES OF BRAND RELEVANCE

    CUSTOMER OBSESSED

    RUTHLESSLY PRAGMATIC

    DISTINCTIVELY INSPIRED

    PERVASIVELY INNOVATIVE

    Top brands

    “We’re humbled that so many people have made Pinterest a part of their lives and

    made our brand relevant. We remain committed to helping them discover what

    they love and do those things in their real life.”

    BARRY SCHNITT, SENIOR VICE PRESIDENT, MARKETING AND COMMUNICATIONS AT PINTEREST

    BIGGEST MOVERS 2016 TO 2017

    -80

    +120

    #93 Uber

    +118

    #155 Airbnb

    +113

    #153 Lexus

    +105

    #126 USAA

    +102

    #154 Tesla

    +95

    #175 Discover

    +80

    #235 Farmers

    +79

    #165 BMW

    +77

    #121 Fidelity

    +76

    #60 Starbucks

    +75

    #99 L’Oreal

    -72

    #174 Snickers

    -69

    #74 Sephora

    -61

    #255 Pepsi

    -59

    #123 Mattel

    -57

    #168 Skype

    -54

    #151 Kashi

    -48

    #194 Macy’s

    -48

    #170 Kohl’s

    -47

    #136 Quaker

    -45

    “Our unwavering purpose and brand accessibility have been key to our relevance

    and success in helping millions of people across the globe get healthier.”

    TIM ROSA, CMO AT FITBIT

    TOP 5 BY GENDER

    MALE

    FEMALE

    APPLE

    GOOGLE

    AMAZON

    APPLE

    PLAYSTATION

    AMAZON

    NETFLIX

    SPOTIFY

    YOUTUBE

    NETFLIX

    TOP 5 BY AGE

    MILLENNIAL

    NON-MILLENNIAL

    NETFLIX

    APPLE

    GOOGLE

    ANDROID

    AMAZON

    AMAZON

    APPLE

    PINTEREST

    SPOTIFY

    GOOGLE

    #TBT

    In a world that is constantly changing and evolving, our Index shows brands that can connect

    consumers back to simpler times and evoke nostalgia are more relevant: Fisher Price, Disney,

    KitchenAid and BAND-AID are all in the top 50.

    Social media brands

    continue to struggle:

    Sharing economy brands

    continue to grow:

    Beauty brands are

    losing relevance:

    Digital gaming is on

    the rise:

    Pinterest is in the top 10

    Uber jumped 118 spots

    L’Oréal dropped 72 spots

    More gaming brands in

    the top 50 than financial

    services, airlines, restaurants

    and auto brands combined.

    Airbnb jumped 113

    Sephora dropped 61 spots

    Other brands like Facebook

    and Instagram aren’t in

    the top 50

    “It’s clear that in order to be successful, brands

    need more than size and ubiquity. They must

    create a product that people love enough to

    integrate into their everyday lives. The brands

    that inspire this level of loyalty will ultimately

    grow the fastest because they are relevant in

    the moments that matter most to consumers.”

    When it comes to brands, red states

    and blue states are more alike than

    different. PlayStation and NPR performed

    better in blue states versus red, but

    otherwise the results were very similar.

    SCOTT DAVIS, CHIEF GROWTH OFFICER

    Work with Prophet on strategies

    to make your brand more relevant

    Help me

    get ranked

    #ProphetBRI