September 21, 2023

Digital Marketing Education

Latest news and events

Brand loyalty ranking—Mattel surges while Twitter falls after X rebrand

The top three brands—Apple, Amazon and Domino’s—remained unchanged from last year. There was, however, plenty of movement among the streaming brands surveyed. 

Netflix jumped from eighth place to fourth, while Apple TV moved from 14th to 10th. But Disney+ fell to 13th from fourth, while Paramount+ dropped from 55th to 61st. The divergent trends are indicative of broader trends in the streaming industry—Apple TV had a major hit on its hands with “Ted Lasso,” and also had the fortune of starting its new deal with MLS just as Lionel Messi joined the league.

Read more on the Messi marketing effect

YouTube, ranked 11th after placing 21st last year, has drawn attention of late as its first season of carrying NFL’s “Sunday Ticket” begins, which it has supported with aggressive marketing.

Also read: How YouTube is plotting the future of video

New brands cracking the top 100 include ChatGPT (49), Delta Airlines (60) and Colgate (64). Brands with the biggest drops include Spotify (62nd to 83rd), Old Navy (43rd to 59th) and Whole Foods (31st to 44th). Brands with the largest loyalty-list gains included Tito’s (87th to 34th), T.J. Maxx (86th to 54th), L’Oreal (97th to 70th), American Express (54th to 35th) and Ford (59th to 40th). 


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