Top 5 U.S. Retail Brands 2020

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Top 5 U.S. Retail Brands 2020

By The Editors of RIS - 11/24/2020

Being the most positively perceived retail brand in the U.S. is a remarkable feat, especially with the challenges 2020 has brought to retailers.

Data and analytics provider YouGov released its annual brand rankings for 2020, and while the number one spot was taken by a consumer goods company, e-commerce giant ranked number three on the overall list.

The global pandemic caused consumers to spend more time at home this year, leading to higher consumption of digital media. (score: 46.6) undoubtedly benefited from a more captive audience. Additionally, the health crisis may have helped home improvement retailer The Home Depot make its debut to America’s top rankings list, earning tenth place with a score of 42.2. The company saw an influx of Americans buying supplies to improve their homes and tackle various do-it-yourself projects following mandated stay-at-home orders. Lowe’s ranked eighth place with a score of 43.0.

Rankings are determined on YouGov’s proprietary BrandIndex, which measures such things as impressions, quality, satisfaction, recommending and reputation. Information was culled from thousands of consumers on a daily basis between Oct. 1, 2019, and Sept. 30, 2020.

Below RIS pulls out the retailers that made the cut and landed on the “Best Brands 2020 in the U.S.” list:

The Top U.S. Retail Brands

  1. Amazon (rank: 3)
  2. Hershey’s (rank: 4)
  3. M&Ms (rank: 6)
  4. Lowe’s (rank: 8)
  5. Home Depot (rank: 10)

YouGov also revealed the brands that have made the greatest improvement to their Index score over the past 12 months in the US. Levi’s showed a four-point uptick in this year’s top improvers list. The apparel brand outperformed most of its stock peers this year by investing in its direct-to-consumer channels, rather than relying on physical stores. Chipotle also showed positive signs of brand health, with a four-point uptick from last year’s rankings. The fast-casual chain turned its focus to food safety, luring back customers with a loyalty program and new additions to its menu. 

Click here to see the full YouGov ranking with the BrandIndex scores.