Home

Who's Most
Useful of Them
All?

Out of the 300 brands analyzed, Amazon is the most useful to consumers. See why—and how the rest measure up.

useful score computer

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.

useful score computer

Download the report

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

Download Our Other Reports

travel computer Useful Brands

Travel & Hospitality Report

See how 24 airlines, hotels, car rental companies and online travel agents rate.

Get Report ›

retail computer Useful Brands

Retail Report

See how 44 retail brands from 10 different retail categories rank.

Get Report ›

dining computer Modern Loyalty

Dining For Life

Until now, restaurant brands have focused either on rewards or customer service, but not both. That's a mistake.

Get Report ›

The Top 50

The Highest Indexing Brands

Internet

Amazon

Internet 01
+

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.

CPG

Band-Aid

CPG 02
+

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.

Internet

Google

Internet 03
+

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.

CPG

Kleenex

CPG 04
+

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.

Finacial Services

Visa

Finacial 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.

Logistics

UPS

Logistics 06
+

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.

Logistics

Fedex

Logistics 07
+

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.

Retail

The Home Depot

Retail 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.

Technology

Microsoft

Technology 09
+

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.

Food & Beverage

Quaker Oats

Food & 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.

See All 50

Technology

Windows

Technology 11
Logistics

USPS

Logistics 12
Technology

Samsung

Technology 13
CPG

Clorox

CPG 14
Finacial Services

PayPal

Finacial Services 15
Apparel

Hanes

Apparel 16
Appliance

Whirlpool

Appliance 17
CPG

Glad

CPG 18
Food & Beverage

Campbell's Soup

Food & Beverage 19
Retail

Lowe's

Retail 20
CPG

Oral B

CPG 21
CPG

Crest

CPG 22
Technology

Sony

Technology 23
Appliance

Kenmore Appliances

Appliance 24
Appliance

General Electric

Appliance 25
Food & Beverage

Cheerios

Food & Beverage 26
Technology

Bose

Technology 27
Technology

Hewlett-Packard

Technology 28
Food & Beverage

Jell-O

Food & Beverage 29
Appliance

Maytag

Appliance 30
CPG

Tide

CPG 31
Technology

Apple

Technology 32
Restaurant

Subway

Restaurant 33
CPG

Colgate

CPG 34
Food & Beverage

Lipton

Food & Beverage 35
Entertainment

Lego

Entertainment 36
Retail

Ace Hardware

Retail 37
CPG

Advil

CPG 38
Internet

Wikipedia

Internet 39
CPG

Gillette

CPG 40
Apparel

Nike

Apparel 41
Apparel

Levi's

Apparel 42
Internet

YouTube

Internet 43
Technology

Adobe Systems

Technology 44
Technology

LG

Technology 45
Entertainment

Disney

Entertainment 46
Retail

Walgreens

Retail 47
Food & Beverage

Planters

Food & Beverage 48
Retail

Target

Retail 49
Retail

Bed, Bath & Beyond

Retail 50