Prophet recently released its annual report on brand relevance called the Brand Relevance Index report. This year’s brand relevance index report names Apple as the most relevant brand in the US.
About Prophet’s Brand Relevance Index
Prophet’s brand relevance index is a report that looks at the brand’s consumers can’t leave without. This year’s theme is the brands that are relentlessly relevant. Prophet described relentlessly relevant brands as brands that engage, surprise and connect with consumers. According to Prophet, they delight, disrupt and deliver. These brands are restless and they push themselves to earn and re-earn customers’ loyalty. These brands define and redefine what’s possible in their categories and in our world. According to Prophet, these brands are making a difference in the lives of their consumers.
To come up with the brand relevance index, Prophet surveyed 13,500 U.S. consumers on 225 brands across 27 industries. They looked at the following factors to come up with the index:
- How innovative a brand is
- How much a brand inspires consumers and the public
- They looked at how pragmatic and dependable a brand is
- How obsessed the public is with a brand.
Prophet’s Brand Relevance Index 2019
On this year’s report, Apple came out as the most relevant brand. They have held this position for 5 years and counting Brand Relevance Index: Apple Remains the USA’s Most Relevant Brand. Here is the list of the top 10 most relevant according to the brand relevance index.
Top 10 Most Relevant Brands 2019
According to the index, Apple is the most beloved brand by millennials, non-millennials and women. Spotify is the most relevant brand for men.
More on Prophet’s Brand Relevance Index 2019
This year’s list saw some notable changes when compared to last year’s report. For instance, Nike which was No. 10 last year dropped very significantly to No. 59 this year. Brands like Roku, the streaming provider, shot up the index. For the first time ever the appeared in the top 50 at No. 17.
The index found that there are numerous factors which contribute to a consumer’s positive view of a brand. One example is Chik-Fil- A which took the No.27 spot on the index. People spoke positively about the brand because of the kind attitude of its employees. Some even mentioned the “my pleasure” its employees say when ending an interaction. Pinterest which took the No. 10 spot can also be cited as an example. Consumers mentioned that the loved the site’s spot-on recommendations, curated by artificial intelligence.
Prophet Speaks on the Index
Jesse Purewal, partner at Prophet spoke about this year’s index. He talked about how they are excited to hear from 50,000 consumers globally every year about the brands and experiences that are most relevant in their lives. He stated that the winners are the brands which have a genuine and clear purpose, a deep customer empathy and the willingness to invest in developing and delivering a compelling experience.
To read the full report, please click here