retail news in context, analysis with attitude

A company called Morning Consult is out with a list of what it defines as the Most Loved Brands in America, based on some 200,000 consumer interviews, with Amazon taking the top spot and Google coming in at number two.

According to MediaPost, "Google subsidiary YouTube also landed in the top 10. But the top 10 isn't all tech newcomers. Iconic American food companies Campbell and Hershey rank 5th and 7th, respectively. Other top 10 finishers include UPS, Fed Ex, Sony, Home Depot and Lowe’s."

Food and beverage, hr story says, "is broken down into subcategories. Among beer brands, Heineken is tops, followed by Budweiser and Samuel Adams. Baskin Robbins is the top restaurant followed by Wendy’s and Dunkin’ Donuts. In the grocery category, Kroger edges out Whole Foods. Kroger gets a net favorable score of 53%, while Whole Foods is five points behind at 48%. This difference comes largely from the fact that more people have an unfavorable opinion of Whole Foods — 13% to Kroger’s 9%. Safeway follows in third place."

One important note the study does make is that "love" can be both fleeting and situational. "Campbell's Soup is one of the most well-liked brands in America, but it is struggling to get Millennials on board. It’s a particular favorite among Baby Boomers, for whom it is tied for No. 2, and also ranks in the top 5 among the Gen Xers." But not so much for Millennials, for whom But for Americans ages 18-34, the only brands with net favorability above "Campbell is in distant 27th place, behind sugary food staples like Hershey and Dunkin’ Donuts, and food and beverage brands that try to appeal to a Millennial audience, such as sports drink maker Gatorade."
KC's View:
I'm not always a fan of studies like these, largely because they represent at best a snapshot in time. But the lesson about Campbell Soup is an important one to keep in mind, because it reminds us that brand equity, trust and relevance do not necessarily transfer from generation to generation. Rather, they have to be earned and re-earned every hour of every day.