Favorite brands of U.S. consumers in 2020

Most loved brands by consumers in the United States in 2020, by net favorability score

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Release date

July 2020


United States

Survey time period

June to July 2020

Number of respondents

150,000 respondents

Age group

18 years and older

Supplementary notes

These are brands that Americans have the most favorable opinion of, as determined by net favorability.
The Index is based on four metrics:
Favorability Score: The percentage of consumers with a favorable opinion of the brand.
Trust Score: The percentage of consumers who trust the brand to do the right thing.
Community Impact Score: The percentage of consumers who say the brand has a positive impact on their local community.
Net Promoter Score: Consumers are asked on a scale of 1-10 how likely they would be to promote a given brand. The NPS is determined by subtracting the percentage who said 0-6 from the percentage who said 9 or 10.
Each one of these numbers was added together in order to determine the index score. For example, brand X:
79.1% of consumers have a favorable opinion 58.7% of consumers say band X has a positive community impact 68.3% of consumers trust brand X 55.8 is the Net Promoter Score for brand X 79.1 + 58.7 + 68.3 + 55.3 = 261.9 (brand X final index score)

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