First-Ever Research Identifies Which Brands People Love Most, and What Companies Can Do to Heighten Love For Their BrandsTORONTO, Nov. 2, 2016 /CNW/ - Netflix, Apple, Google, Microsoft and YouTube are the most-loved brands overall, according to a multi-country study published today by Accenture Interactive and Fjord, its design and innovation unit. The top three most-loved brands by country include:
US: Apple, Microsoft, Netflix
UK: Netflix, Google, Apple
Brazil: Netflix, YouTube, Google
The Love Index 2016 also reveals that Netflix, Fitbit, Amazon, Apple and Facebook are setting the pace in the U.S. for brand experience across industries. People's interactions with these brands are raising their expectations for other products and services they use - a digitally-driven phenomenon that Accenture Interactive and Fjord call "liquid expectations." The award-winning Love Index, 18 months in the making, is a proprietary, first-of-its kind methodology that identified the characteristics that determine Brand Love, derived through extensive qualitative research and quantitative surveys. For its 2016 benchmark, more than 26,000 people in the U.S., U.K. and Brazil rated more than 70 brands in the auto, banking, hospitality and retail industries. Respondents also named their favorite "top of mind" brands, on an unaided basis. The Love Index is a repeatable and measurable system for evaluating brand performance in any sector and in any market. It complements prevailing brand health tools such as the Net Promoter Score, which asks respondents about their likelihood to recommend a particular product or service. The Love Index takes it a step further by identifying five algorithmically-derived dimensions by which to measure customers' attitudes toward their physical and digital brand experiences, resulting in a brand love score. The framework and findings can be used as a diagnostic tool to help brands design for brand love.