The nearly 2000 brands in the YouGov BrandIndex were ranked using the Buzz score which asks respondents, “If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?” Scores are net scores, calculated by subtracting the percentage of negative responses from the percentage of positive responses for each brand.
The "Buzz Ranking" shows the brands with the highest average Buzz scores between January and December 2018. The "Buzz Improvers" ranks the brands with the highest increase in Buzz comparing scores in years 2017 and 2018, to be included the year over year variance must be positive. Both scores are representative of the general population.
All brands must be tracked for at least 6 months to be included in the rankings, and must have been tracked for at least 6 months in the prior year’s period (as well as being currently tracked) to appear in the movers tables.
For 2018, these were the top ten brands in the Buzz Ranking:
- Amazon Prime
- Home Depot
These were the top ten brands considered Buzz Improvers:
- Ring doorbell
- American Airlines
- Goldman Sachs
For more information about the YouGov BrandIndex go here: http://www.brandindex.com/ranking/us/2018-buzz/top-buzz-improver-rankings
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