Tech and online companies once again dominated Brand Index’s list of the most buzz-making brands in 2015. Amazon, the No. 1 brand, has topped the list for two years running.
“I think a common theme is that these are brands that play a part in the everyday lives of consumers, and that is a great benefit for consumer perception,” says Ted Marzilli, the global CEO of Brand Index, which measures brand recognition. “It is remarkable that so many of these brands were not around 10 to 15 years ago.”
Three brands that appeared on the list in 2014 dropped off: Cheerios (No. 10), Ford (No. 9) and Subway (No. 4). The latter was likely hurt this year when its former spokesman Jared Fogle pled guilty to child exploitation and child pornography charges.
To measure buzz, Brand Index asks respondents if they’ve heard something positive or negative about the brand in the last two weeks. The annual top ten list shows the brands with the highest scores between January and December 2015.