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The 10 Most Relevant Brands With US Consumers

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Consumers in the United States say Apple, Google, and Amazon are the top 3 most "relevant" brands, according to recent research from Prophet.

The report was based on data from a survey of 13,500 consumers in the United States.

Respondents were asked to evaluate the relevance of 275 B2C brands in 27 categories by answering questions related to four areas: (1) how difficult it is to imagine living without the brand; (2) how essential the brand's products/services are; (3) how well the brand creates an emotional connection; and (4) how much the brand innovates.

Apple ranks as the most relevant brand with US consumers for the third year in a row. Google is second.

They are followed by Amazon, Netflix, Pinterest, Android, Spotify, Pixar, Disney, and Samsung.


Google is viewed as the most relevant brand by women, and Apple is viewed as the most relevant brand by men.

Millennials rank Netflix as the most relevant brand; non-Millennials rank Apple as the most relevant brand.

About the research: The report was based on data from a survey of 13,500 consumers in the United States.


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Dominique B. Fri Nov 3, 2017 via web

    Hi Ayaz,

    I found your post really intriguing especially how Google was on every categories top five list except the male category. i also noticed that majority of the top ten brands have to do with streaming services and entertainment. it shows how technological we are as a society even through generations. I expected the millennial list to include brands from automotive or electronics without the phones. Like Ford, GM, or LG. Apple does a great job at marketing their products to every age group with product placement from partnering with schools to their phones being used in movies.

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