of Them All?
Out of the 300 brands analyzed, Amazon is the most useful to consumers. See why—and how the rest measure up.
The Useful Brand Study
We polled 5,500 consumers to understand how they judge a brand’s usefulness. Their answers boil down to seven elements of brand Relationship and another seven on Performance. See how your brand compares.
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We Found Some Interesting Insights Along The Way
of the brands surveyed were not seen as being "successful"
of the brands fell in the middle of the bell curve and were seen as undifferentiated
of consumers do not rely heavily on advertising to inform their decisions
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See how 24 airlines, hotels, car rental companies and online travel agents rate.
See how 44 retail brands from 10 different retail categories rank.
The Top 50
The Highest Indexing Brands
Ranked the #1 Useful Brand, Amazon’s investment in R&D and innovation helps make them the most balanced and generally well regarded brand in the panel. Young and old, well-off and cost conscious, users and nonusers all agree: Amazon.com and its various services are highly useful.
Johnson & Johnson’s Band-Aid Brand is an enduring icon that sets the standard for quality, particularly for GenXers, upper middle-income homes and parents. Trust is also a key ingredient in Band-Aid’s success. Consumers believe that when they use Band-Aid, the outcome is predictably positive.
The undisputed king of search connects users to what they need to know, the way they want that information. Google scores particularly high relative to its peers for being quick, easy to use and on the cutting edge. Google outperforms others in Confidence, Empowerment and Innovation.
Like Band-Aid, Kleenex has set the bar in its CPG category. Grocery decision makers and quality seekers rate Kleenex highly across categories. Its design options for almost any scenario, such as home, restroom or purse, give it an edge among other brands in Ease and Availability.
VisaFinancial Services 05
Visa’s knack for being almost everywhere scores points with many different demographics. Online buyers, restaurant goers and those who can’t wait for delivery rank this brand particularly high. Visa’s ubiquity is complemented by its ability to reduce friction in everyday life.
While Amazon may allow you to buy anything, you can count on UPS to get it to you. UPS maintains a slight edge on its closest competitor FedEx in the Relationship sector. UPS also has stronger scores among impulse buyers and environmentally conscious consumers.
In a nearly statistical tie with UPS, consumers also rated FedEx a most useful brand but for different reasons. While UPS performed slightly better in categories such as Association, Value and Ease, FedEx eked out a slight lead in enhancing the end user’s abilities as well as being innovative.
The Home DepotRetail 08
Home improvement stores dominated retail brands in terms of overall performance, but The Home Depot was ranked above and beyond the rest. It outperformed competitors Lowe’s and Ace Hardware in 8 of the 14 measured categories.
It’s no surprise that Microsoft scores big in the Performance sector. The company continues to be seen as an engine of efficiency that consistently delivers and helps people do more with the brand than they could ever accomplish on their own.
Quaker OatsFood & Beverage 10
A staple in almost every pantry, Quaker Oats ranks above the rest of the consumables we studied. It received especially high scores in both Value and Trust. This brand is seen as particularly useful by consumers who say they place a premium on quality in products.
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