What do our favorite brands say about us?

Did you see it? Morning Consult Intelligence released its annual list of Most Loved Brands today based upon their research of 200,000 Americans. The list contained many of the usual suspects but had more than its share of surprises.

The top 10 Most Loved Brands are:
1. Amazon
2. Google
3. UPS
4. Hershey
5. FedEx
6. Campbell Soup
7. YouTube
8. Sony
9. Home Depot
10. Lowe's

Now, I don't know about you but what is it about the delivery category that is so intriguing? I mean, UPS and FedEx are terrific companies but I'd be hard-pressed to name either as a favorite brand of mine.

So too was the head scratching mention of two DIY category brands cracking the top ten. Again, let's give it up for the Depot and Lowe's but neither gets me excited like brands not mentioned in the top ten - notably, Dove (Unilever), Starbucks, and Harley Davidson, among others.

It's interesting that Hershey's made it all the way to #4 given that company's past year of battling a takeover attempt by Mondelez, a CMO departure, and very public expense reductions in marketing.

More than 500 companies across a variety of sectors were ranked via an online survey. Respondents indicated whether they had a favorable or unfavorable view of each, which is why some of these surprises may have occurred. A positive favorability rating is hardly a proxy for purchase behavior, brand loyalty and/or brand advocacy.

Do you want to see the full list by sector? You can find the information here:

https://morningconsultintelligence.com/featured/top-brands#overall