National Consumer Survey from E-Score Reveals Rankings of America’s Top Brands and Provides Insight into Attributes of Each

Hershey’s, Starbucks, Apple, FedEx, Amazon, Disney and FedEx top the lists

LOS ANGELES--()--There may be millions of people in the U.S. walking around with iPhones, but apparently there are more people with chocolate bars in their pockets, according to a just-released survey of the top brands in the country. The study, conducted by E-Score®, a leading consumer research service that provides information to media and entertainment companies, found that Hershey’s was the most appealing brand among U.S. consumers.

E-Score surveyed people across the country to determine America’s favorite brands, as well as which ones were best defined by characteristics such as cool, sexy, reliable, green, family-friendly, innovative and other attributes to provide an in-depth look at consumer attitudes toward particular brands.

“One of the main reasons a consumer buys a specific brand is because of what that particular brand stands for,” said Gerry Philpott, president of E-Poll Market Research. “A brand’s attributes and personality can be an extension of how the consumer wants to represent themself and connects them to what they expect to achieve from a product or service.”

The survey was conducted among 1,500 persons with general representation across income, age, education and geographic demographics to represent a cross-section of the U.S. population. More than 1,000 national and multinational brands in the U.S. were included in the study.

E-Score’s brand study is designed to reveal key drivers of appeal and capture consumers' behavioral and attitudinal relationship with each brand using 38 attribute ratings and multiple demographic breaks. The data also measures brand loyalty among users and potential among non-users, identifies the drivers of brand engagement, benchmarks brands against competitors and across categories, measures brand involvement among key demographic targets and tracks marketing and advertising impact.

Following are top 10 lists for several of the attributes E-Score tracks:




1. Hershey's 1. Disney
2. Pillsbury 2. LEGO
3. Amazon 3. Golden Corral
4. Google 4. McDonald's
5. Frito-Lay 5. Scrabble
6. Johnson & Johnson 6. Wii
7. Disney 7. Cracker Barrel
8. LEGO 8. Pizza Hut
9. Coke 9. Johnson & Johnson
10. Sony 10. Pillsbury

Brand loyalty


1. Amazon 1. Starbucks
2. Hershey's 2. Honda
3. Pillsbury 3. Toyota
4. Google 4. Lowe's
5. Frito-Lay 5. John Deere
6. Lowe's 6. The Home Depot
7. Walmart 7. Volkswagen
8. Coke 8. Nissan
9. Target 9. Hyundai
10. The Home Depot 10. Ford



1. Harley-Davidson 1. Apple
2. PS3 2. Microsoft
3. Xbox 360 3. Samsung
4. Wii 4. Google
5. LEGO 5. Sony
6. Xbox One 6. Boeing
7. iTunes 7. Amazon
8. Apple 8. Skype
9. Nintendo 9. Wii
10. Jaguar 10. Nikon



1. Apple 1. FedEx
2. Samsung 2. Amazon
3. Xbox One 3. Honda
4. Google 4. John Deere
5. Microsoft 5. Johnson & Johnson
6. PS3 6. Toyota
7. Boeing 7. The Home Depot
8. Sony 8. Google
9. Xbox 360 9. Sony
10. Audi 10. Bayer



1. Playboy 1. Johnson & Johnson
2. Hooters 2. FedEx
3. Axe 3. John Deere
4. Chanel 4. Amazon
5. Armani 5. Bayer
6. Cover Girl 6. Dove
7. Revlon 7. The Home Depot
8. Calvin Klein 8. Pillsbury
9. Maybelline 9. Honda
10. Estee Lauder 10. Toyota
11. Jaguar

E-Score is a product of E-Poll Market Research, a full service consumer research company that provides quantitative and qualitative research to media, entertainment and Fortune 1,000 companies. E-Poll was founded in 1997 and is headquartered in Los Angeles. More information is available at


The Honig Company, LLC
Steve Honig, 818-986-4300


The Honig Company, LLC
Steve Honig, 818-986-4300