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The Top 10 Millennial Brands [Charts]

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The Top 10 Millennial Brands [Charts]

The Top 10 Millennial Brands [Charts]

Tech continues to ascend the ranks, displacing traditional retail brands

The Chart of the Week is a weekly Visual Capitalist feature on Fridays.

The market for U.S. millennials is expected to blossom to $1.4 trillion by 2020, according to international consulting firm Accenture. While this generation of digital natives is already a primary marketing target today, in the upcoming years millennials will make up a hefty 30% of all retail spending in the country.

However, millennials are complex and notoriously difficult to read, even for professional marketers. With values that seem to contradict one another, it’s a challenge for companies to successfully gain market share with this audience.

As millennials mature, researchers are gaining ground on the needs and wants of this generation. This week’s Chart of the Week shares data from a comprehensive survey of 3,500 millennials that were asked, without any prompt, about their favorite brands over the past three years. The results, which can be found in deeper depth here, help give us some insight as to what millennials look for in a brand.

Tech Brand Disparity

It’s likely that no one will be surprised to learn that tech brands are among the best polling for millennials.

Apple claimed the top spot in the shortlist of the Top 10 millennial brands, while Samsung, Microsoft, Sony, Amazon, and Google all helped to round out the group.

That said, what did surprise is the lack of showing by other prominent technology brands. Facebook, a company that reaches more than a billion people every day, came in at an extremely disappointing 65th place. That’s behind companies such as LG (20), Dell (28), HP (36), HTC (48), ASUS (52) and eBay (53). It’s even behind dreaded telecom companies like Verizon (61) and AT&T (62).

Meanwhile, Twitter, IBM, Intel, Paypal, and LinkedIn didn’t even register on the Top 100 radar.

Why are some tech brands rocketing up the rankings, while others are falling flat?

Some, but not others?

According to Moosylvania, the researchers behind the survey, there was a major commonality between the top brands for millennials.

They found that millennial cohorts prefer fun and entertaining content to news and information in their social media feeds by a margin of six-to-one. Norty Cohen, CEO of Moosylvania, elaborated on this:

Entertainment provides a natural opportunity for a brand to connect as shareable content. These cohorts are marketing themselves, and when a brand doesn’t take itself too seriously but instead provides fun that can be shared, it works.

Could Facebook be the destroyer of fun, by monetizing people’s news feeds? Are IBM and LinkedIn too “businessy” to poke fun at themselves? Perhaps Paypal is too financial – a damning trait, since not a single Top 100 brand was a bank or financial institution.

This may explain why a higher degree of millennials are happy to leave traditional and boring financial institutions in the dust. In a previous chart, we showed 49% of millennials are much more open to engaging tech companies for financial services, while only 16% of people of other generations feel the same. It may also be a problem that rising fintech companies such as Venmo, Lending Club, Nutmeg, and others can solve.

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Ranked: The 10 Organizations With the Best (and Worst) Reputations

According to a representational poll of 18,228 Americans, these are the organizations considered to have the best and worst reputations.

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There is no shortcut to gaining a bulletproof reputation.

To get there, businesses not only need to think long term, but they also need to do what is considered “right” in every possible situation.

Aspiring companies must be truly customer-centric, going above and beyond in how they treat their customers. They also require a cohesive vision that helps create a loyal and fervent fanbase that will go to bat for them anytime it’s needed.

The Best and Worst Reputations in America

Today’s infographic from TitleMax highlights the 10 organizations that have the best reputations in the country, followed by 10 that fall on the exact opposite end of the spectrum.

In total, the visualization shows five years of data, so you can see how the rankings have changed over this stretch of time.

Ranked: The 10 Organizations With the Best (and Worst) Reputations

As you can see, the reputations of organizations are very much in flux.

In fact, you can even see the impact of recent news cycles on the rankings for 2019.

For example, Patagonia shot up the rankings to become the #3 most respected company after donating its entire $10 million tax cut to environmental groups, while the U.S. government and Facebook both make an appearance on the worst list, thanks to recent negative media coverage.

The Best Reputations Over Five Years

If you haven’t heard of Wegmans Food Market, you might want to stop by a location the next time you’re in the Northeast.

With 99 stores and about $9 billion in revenue per year, this family-run supermarket chain believes that in order to be a great place to shop, it must also be a great place to work. This mantra must be effective, since Wegmans consistently ranks as having one of the best reputations in the entire country.

Also ranking high on the list is Amazon, which was founded as an “obsessively” customer-oriented company. The online retailer has taken the #1 spot in the rankings in three of the last five years, despite a generally negative sentiment hanging over tech giants in recent months.

“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.”

— Jeff Bezos, founder of Amazon.com

The Worst Reputations Over Five Years

As Warren Buffett quipped, a reputation can be built over decades, but it can also be lost in just five minutes.

Various companies that have experienced recent scandals make the list here (i.e., Facebook, Volkswagen, Equifax). It’s also interesting to see that years after each scandal, rankings seem to normalize as the media and public get preoccupied with newer events.

Ranking Methodology

The ranking is based on a survey by Harris Poll, in which the 100 Most Visible Companies in the country are scored and ranked using a proprietary “Reputation Quotient”. For the 2019 edition, the poll had 18,228 respondents from a nationally representative sample.

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The World’s 100 Most Valuable Brands in 2019

Technology brands account for 20 of the world’s 100 most valuable brands in 2019, combining for a whopping 43% of total brand value.

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The World’s 100 Most Valuable Brands in 2019

Brand equity can be a challenging thing to build.

Even with access to deep pockets and an innovative product, it can take decades of grit to scrape your way into the mainstream consciousness of consumers.

On the path to becoming established as a globally significant brand, companies must fight through fierce competition, publicity scandals, changing regulations, and rapidly-evolving consumer tastes – all to take a bite from the same piece of pie.

Cream of the Crop

Today’s visualization comes to us from HowMuch.net, and it showcases the 100 most valuable brands in the world, according to Forbes.

Here are the powerful brands that sit at the very top of the list:

RankBrandBrand Value ($B)1-Yr Value ChangeIndustry
#1Apple$205.5+12%Technology
#2Google$167.7+27%Technology
#3Microsoft$125.3+20%Technology
#4Amazon$97.0+37%Technology
#5Facebook$88.9-6%Technology
#6Coca-Cola$59.2+3%Beverages
#7Samsung$53.1+11%Technology
#8Disney$52.2+10%Leisure
#9Toyota$44.6+0%Automotive
#10McDonald's$43.8+6%Restaurants

It should be noted that the list is ordered by brand value, a measure that tries to calculate each brand’s ultimate contribution in financial terms to the parent company. You can see that full methodology here.

Finally, it’s also worth mentioning that brands with only a token representation in the United States have been excluded from the rankings. This means companies like Alibaba or Vodafone are not represented in this particular visualization.

Tech Rules Again in 2019

For another straight year, technology dominates the list of the 100 most valuable brands in 2019 – this time, with six of the top seven entries.

Most of these brands saw double-digit growth in value from the previous year, including Apple (12%), Google (27%), Amazon (37%), Microsoft (20%), and Samsung (11%). The one notable exception here is Facebook, which experienced a 6% drop in value attributed to various struggles around the company’s reputation.

Here’s a look at how industries break down more generally on the list:

Industry# of BrandsBrand Value ($B)
Total100$2,231.9
Technology20$957.6
Financial Services13$198.1
Automotive11$208.9
Consumer Goods10$123.8
Retail8$133.0
Luxury6$124.1
Beverages4$49.3
Diversified4$56.8
Alcohol3$69.8
Apparel3$34.7
Business Services3$33.5
Restaurants3$73.0
Telecom3$24.3
Heavy Equipment2$36.7
Leisure2$19.8
Media2$34.8
Transportation2$41.1
Tobacco1$12.6

As you can see, technology brands make up 20% of the list in terms of the number of entries – and a whopping 43% of the list’s cumulative valuation.

In total, technologies brands combined for $957.6 billion in value. Even when including Facebook’s recent drop, this is an impressive 9.7% increase on last year’s numbers.

Will the double-digit increases for the world’s largest tech giants continue into 2020, or are brands such as Amazon and Google going to start seeing the same type of pushback that Facebook has grappled with among consumers and regulators?

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