This Is the Brand People Identify With the Most

By Douglas A. McIntyre Published Oct 26, 11:03AM EDT

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Many brand studies are done by large research firms each year. Most focus on brand value. The ones most often cited are from BrandZ and Forbes. Each is based on a complex formula that relies primarily on financial data. Last year, Forbes valued Apple in first place with a brand value of $241 billion. BrandZ said the total value of its Top 100 Most Valuable Global Brands was $7 trillion.

There are other ways to measure brands. Among them are brand loyalty and brand reputation. As is true with the financial approach to brands, most studies have complex methodologies.

Recently, Best SEO Companies released a study titled “Representation and Diversity in Branding Across Industries.”

The study looked at both industries and individual brands, and it looked at how diverse populations viewed brands. Among the groups it reviewed were gender, age, race, people with disabilities and the LGBTQ+ community. In total, 1,000 people were surveyed to “gain insight into the impact representation in branding has on the consumer.” Ultimately, the goal was to look at purchase behavior.
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One way the data were organized was by brand industries: athletic, beauty and skin, automotive, clothing, home goods, and technology. These were then matched to demographics, which included gender, race and age.

The primary list created was “Which Brands Do Consumers Identify With the Most?”

The answer was Amazon at 57.8%, followed by Adidas at 55.1%. The results are unusual. Most of the news about Amazon recently revolves around its poor treatment of workers, particularly those who are paid low wages. Adidas, on the other hand, is a very small athletic brand in the United States with sales well short of Nike or Under Armour.

These are the 15 brands people identify with the most:

Amazon (57.8%)
Adidas (55.1%)
Nike (41.9%)
Target (37.1%)
Apple (35.5%)
Home Depot (34.9%)
Google (29.6%)
Toyota (29.4%)
Old Navy (28.6%)
Lowe’s (27.2%)
Dove (26.0%)
IKEA (25.4%)
BMW (24/9%)
Honda (24.1%)
Audi (23.3%)

Click here to read about the world’s most valuable brands.
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About the Author Douglas A. McIntyre →

Douglas A. McIntyre is the co-founder, chief executive officer and editor in chief of 24/7 Wall St. and 24/7 Tempo. He has held these jobs since 2006.

McIntyre has written thousands of articles for 24/7 Wall St. He is an expert on corporate finance, the automotive industry, media companies and international finance. He has edited articles on national demographics, sports, personal income and travel.

His work has been quoted or mentioned in The New York Times, The Wall Street Journal, Los Angeles Times, The Washington Post, NBC News, Time, The New Yorker, HuffPost USA Today, Business Insider, Yahoo, AOL, MarketWatch, The Atlantic, Bloomberg, New York Post, Chicago Tribune, Forbes, The Guardian and many other major publications. McIntyre has been a guest on CNBC, the BBC and television and radio stations across the country.

A magna cum laude graduate of Harvard College, McIntyre also was president of The Harvard Advocate. Founded in 1866, the Advocate is the oldest college publication in the United States.

TheStreet.com, Comps.com and Edgar Online are some of the public companies for which McIntyre served on the board of directors. He was a Vicinity Corporation board member when the company was sold to Microsoft in 2002. He served on the audit committees of some of these companies.

McIntyre has been the CEO of FutureSource, a provider of trading terminals and news to commodities and futures traders. He was president of Switchboard, the online phone directory company. He served as chairman and CEO of On2 Technologies, the video compression company that provided video compression software for Adobe’s Flash. Google bought On2 in 2009.