Which Brands Are Most Popular With Consumers And Why

Forbes

22-04-2025

Amazon was the top brand in MarketCast's laest Brand Fandom report. The tech/retail giant was cited ... More by consumers for their nnovation and seamless integration into everyday life. (Photo by Angela Weiss / AFP) (Photo by ANGELA WEISS/AFP via Getty Images)
MarketCast, a global marketing research and data analyst company, recently released their third annual Brand Fandom report. The report synthesizes the input of 10,000 U.S. consumers gauging the reaction to over 162 different brands (76 have been continuously measured) across 21 product categories. Over the past three years, 22,000+ interviews have been conducted measuring about 300 brands. The study reveals the criteria that stimulate consumers to discover, love and stick with a brand.
MarketCast notes revenue and brand strength have had a strong positive connection. Brands that have scored well with Brand Fandom earn more revenue. Also, products with a strong Brand Fandom will result with greater engagement, higher revenue, more product advocacy and, when needed, strong consumer support.
Ed Trujillo, Senior Vice President, Brand Solutions, MarketCast says, 'Fandom for consumer brands isn't so different from music, sports, or movie fandom—it's rooted in emotion and identity. When people feel that connection, they don't just buy the brand, they advocate for it and make it part of their daily lives. And brands that build this kind of fandom aren't just loved, they're resilient. They can better withstand economic shifts, price pressure, and rising competition because their fans stick with them through it all.'
This year the study found that tech companies followed by retail and entertainment had resonated the most with consumers. The top ten brands were; Amazon, Google, YouTube, Apple, Walmart. Netflix, Coca-Cola, Visa, Levi's and Samsung. Below is a sampling of consumer reaction to the leading companies.
Ranking first in Brand Fandom, Amazon was known for their innovation and seamless integration into everyday life. Also, the retail/tech behemoth scored with consumers with an ever-growing list of products and quick service.
Ranking third overall, YouTube was another brand that scored with consumers. The study found the tech/video company was cited for engaging audiences with both short and long-form content from creators and premium studios along with the ease of finding and sharing content. (The first YouTube video was downloaded 20 years ago this month.)
Ranking fourth was Apple, the brand was cited for their device upgrades, popular series, live sports as well as the seamless shopping experience of Apple Pay.
Walmart, the largest non-tech company, ranked fifth. Consumers praised the retail giant for balancing value and premium offerings. In addition, Walmart was praised for delivering a strong digital and in-store experience with exclusive benefits.
Netflix ranked sixth, the streaming giant was noted for their retention capabilities using a diverse mix of content—from live sports and video games to hit movies and series.
Looking at a few non-tech brands that ranked high include; Levi's which was cited for its power of longevity, American style, trucker jackets, and Beyoncé . The Home Depot was noted for their knowledgeable staff and product-focused marketing. Also, restaurant chain Chick-fil-A was singled out for food quality and authentic customer engagement.
MarketCast pointed out two brands that had increased their Brand Fandom score. Carmaker Subaru scored with a double digit increase in ad spending, a refreshed product line, and the popular 'Share the Love' ad campaign. U.S. vehicle sales grew more than +13%. Another was the QSR Taco Bell which grew in their ranking with new product launches and an enhanced digital experience. Sales grew by +5%.
On the other hand, Tesla's Brand Fandom score and sales declined from 2023 to 2024. Reasons included sagging consumer interest in EV, growing EV competition from China and CEO Elon Musk's heightened presence on social media and the political landscape.
The survey also highlighted the challenges brands face when building fandom among younger (Millennials and Gen Z) consumers. The survey found that among younger consumers emotional and functional features are significantly more important to them than it is to the older Gen X and Boomers.
The study also found younger consumers are more influenced by celebrity product endorsements than older age groups. 41% of Gen Z surveyed recalled the celebrity influencer, which steadily drops with older age groups. For boomers only 16% recalled the celebrity endorser.
71% of people who are aware of a specific brand and regularly interact with it don't recall the brand with a celebrity or influencer spokesperson.
When a person did recall the celebrity/influencer (just 10% overall), only half of them — about 5% total — said it made them want to use the brand or buy something.
Among age groups, Gen Z are more likely to notice a celeb partnership, feel better about the brand because of it, and be motivated to try the product.
While Gen X and Boomers are less influenced overall, those adults with kids under 18, are the most likely to be swayed by celebrity tie-ins, to try a brand's products. The reason cited is parents (especially with younger children) are oftentimes faced with time constraints, decision fatigue, and information overload. Influencers can serve as trusted shortcuts for busy parents.
The product categories that celebrity endorsements are most impactful are apparel and gaming. consumer electronic and tech ads with celebrity endorsements had the lower recall but were impactful.
MarketCast's Trujillo notes, 'When every marketing dollar is being scrutinized, understanding what influences brand fandom—and what doesn't—is more critical than ever. This study makes it clear: celebrity and influencer endorsements aren't one-size-fits-all. For brands looking to drive real impact in 2025, it's not just about finding the right celebrity influencer endorsement, but also how relevant and authentic that influencer is to your brand. These insights help marketers focus their efforts where they'll actually matter.'
With concerns about the economy and the impact it may have on marketing budgets and strategy, emotionally connecting with consumers and building and maintaining brand loyalty will be imperative this year.