In the U.S., brand strength skews toward trust, reliability, and value for money. YouGov’s latest survey shows household names and everyday essentials outperform flashier global peers, reflecting a more defensive consumer mindset.
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Amazon (AMZN)
Average Index score: 54.5 -
Band-Aid (JNJ)
Average Index score: 53.0 -
Dawn (PG)
Average Index score: 51.7 -
Dove (UL)
Average Index score: 48.5 -
Samsung (SSNLF)
Average Index score: 47.9 -
St. Jude Children’s Research Hospital
Average Index score: 47.0 -
Colgate (CL)
Average Index score: 46.6 -
UPS (UPS)
Average Index score: 46.2 -
Cheerios (GIS)
Average Index score: 45.8 -
Home Depot (HD)
Average Index score: 45.6