Morning Consult, a market research firm, used more than 250,000 interviews with U.S. adults to determine what it calls America's Most Loved Brands. Most of the 25 are from food and beverage and technology companies.
Google may rank first, with a "net favorability" rating of 78.7, but Hershey's is just a hair behind at 78.6. Pillsbury is third with a 76.1 score.
The rankings were determined using online surveys of a national sample of adults. Between 2,500 and 50,000 adults rated each of the more than 1,000 brands from January through March 2018. The average company was surveyed 12,000 times.
To establish the Most Loved Brands, respondents were asked to indicate whether they had a favorable or unfavorable view of each company they ranked, and the final percentages used in the 2018 rankings reflect the net favorability score (favorable ratings subtracted by unfavorable ratings).
The food and beverage brands and their net favorability rankings follow.
2 Hershey's (78.6)
3 Pillsbury (76.1)
6 Kellogg's (75.9)
8 Betty Crocker (74.1)
10 Campbell Soup (71.4)
22 Nestle (70.8)
23 Lipton (69.7)
24 General Mills (69.6)
For the entire list, see morningconsult.com/most-loved-brands.
