1 Minute Advice: Which Brands were "Most Relevant" to Americans in 2018?

Brand relevance is a subjective measure that the brand and marketing consultancy Prophet analyzes in its annual "Brand Relevance Index." Four specific characteristics are studied: "customer obsession; ruthless pragmatism; distinctive inspiration; and pervasive innovation."

For 2018, Marketing Charts reports that Prophet's relevancy rankings indicate the following are the five most relevant brands overall:

1. Apple
2. Amazon
3. Pinterest
4. Netflix
5. Android

It is interesting to note the difference in brand relevancy between Millennials and non-Millennials, however.

Millennials Most Relevant Brands

1. Netfilx
2. Amazon
3. KitchenAid
4. Apple
5. Google

Non-Millennials Most Relevant Brands

1. Apple
2. Amazon
3. Pinterest
4. Android
5. Netflix

Here are the most relevant brands in a few select industry categories:

Airlines: Southwest
Automotive: Toyota
Grocery: Trader Joe's
Hospitality: Marriott
Restaurants: Chick-fil-A
Telecom: Verizon

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