Amazon, Walgreens and Lowe’s 2015’s Best Perceived Brands

    Amazon-BoxYouGov BrandIndex’s best-perceived brands of the year was releases yesterday and not surprisingly  “New media and technology are dominating the list,” said BrandIndex CEO Ted Marzilli. “Seven out of 10 of these brands are these new media brands and many of them didn’t exist 10 years ago.”

    YouGov polls consumers each year about 1,400 brands, asking respondents to score them based on what they’ve heard about them (good or bad) in the preceding two weeks. Although new media and digital companies dominate the list, retailers with great brands occupy key positions.

    Here’s a look at America’s 10 best-perceived brands going into 2016:

    1. Amazon
    2. Netflix
    3. YouTube
    4. Google
    5. Cancer Treatment Centers of America
    6. Apple
    7. Samsung
    8. iPhone
    9. Lowe’s
    10. Walgreens


    Previous articlePB CAREERS: Zumiez – VP of Private Label
    Next articlePB CAREERS: Sam’s Club – Quality Development Director, Private Brands
    Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.