Dive Brief:
- Amazon tops YouGov BrandIndex's mid-year 2016 buzz list for brands with a buzz score of 36. Netflix, YouTube, Google and Samsung round out the top five.
- The buzz scores are calculated by asking consumers if they heard anything positive or negative about the brand through advertising, news or word of mouth. The scores range from 100, the highest possible score, to -100, the lowest possible score.
- The rest of the top 10 is as follows: Cancer Treatment Centers of America, Walgreen’s, Lowe’s, M&M's, and Cheerio's.
Dive Insight:
The top five shouldn’t come as much of a surprise.
If the polling happened today, Amazon would likely blow the score system out of the water after its wildly successful second annual Prime Day. Although Prime Day 2016 didn’t get off without a few hitches, Amazon still ended up seeing orders increase 60% worldwide for made-up shopping holiday. According to Amazon, Prime Day 2016 was its single largest day in its history for sales of Amazon devices, such as Kindle e-readers and Amazon Fire TV devices.
The other companies on the list also have strong brands that are well-liked by consumers. Netflix has become known for becoming digital consumers' personal video library (and for the social code word "Netflix and chill"), YouTube is making celebrities out of social influencers, Google is everyone's favorite search engine, and Samsung leads the Android smartphone pack after reporting its best quarterly earnings report in two years.
While technology companies top the list, retailers and food companies are also present on the list.
The lesson for marketers is that brands need to continually innovate and adapt to stay top of mind for consumers, YouGov BrandIndex CEO Ted Marzilli told Marketing Daily.
“If you focus on the customers and giving them the things they like and need, you can capture more market share,” Marzilli said. “It's not rocket science -- it's good business.”