NetBase Report Reveals Most Loved Brands of 2017

Facebook Repeats as Most Loved Brand; Target has the Biggest Gain and Snap Has the Highest Debut

SANTA CLARA, Calif.--()--NetBase, a global leader in enterprise social analytics, today released its 3rd Annual NetBase Brand Passion Report: Top 100 Global Brand Love List. The report leveraged NetBase’s social analytics technology to examine more than 367 million social media mentions, ranking the most loved brands in technology, consumer goods, automotive, food and beverage, financial services and telecommunications. Consumers are increasingly vocal about their favorite brands, with an increase of more than 40 percent of brand love via social media compared to last year.

“Technology companies continue to dominate as the most loved brands, but what fascinates us are the brands that make their appearance on the list for the first time, like Tesla and Puma,” said Paige Leidig, chief marketing officer at NetBase. “The brands are a good mix of young and mature companies and positive movement can be attributed to brands making strong connections with their customers and launching innovative social campaigns.”

The Top 10 Most Loved Global Brands


• Facebook (1)

• Amazon (2)

• eBay (3)

• Apple (4)

• Snap (5)

• Disney (6)

• Pokémon Go (7)

• Etsy (8)

• Netflix (9)

• Sony (10)


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• Target (18)


• Gucci (17)


• T-Mobile (56)


• Sephora (48)


• Nutella Ferrero (47)


Rookies of the Year (The Top 10 Debuts):

        • Snap (5)
• Uber (11)
• Zara (13)
• Lyft (27)
• Tesla (28)
• American Express (40)
• Puma (41)
• HBO (46)
• Hulu (63)
• Converse (64)

When it comes to brand love there is a big difference between ‘like’ and ‘love’ and NetBase’s advanced technology can measure the strongest emotions shared about brands. Brands that know how their customers feel can cultivate strong relationships to set a foundation for future brand growth. This insight is invaluable as the more passion for the brand, the less the consumer relies on price as the deciding factor.

The NetBase Brand Passion Report 2017 is based on brand conversations across social networks, review sites, blogs, forums and news sites worldwide. The brands originate from thirteen countries across twelve different industries. The food and beverage industry evokes the most love with nineteen different brands in the top 100. The automotive, technology and consumer goods industries split a three way tie, each representing 15 percent of total brands.

Additional Findings from the Report Include:

  • 83 percent of the most loved brands originate from three countries: United States, which accounts for 63 percent of the brands, Japan with 12 percent and Germany with 8 percent.
  • Consumers love their technology companies – although there are more retail, food and beverage brands in the Top 100. Facebook (1) stays on top for another year, while Amazon (2), eBay (3) and Apple (4) continue to switch spots at the top.
  • Nintendo (12) is the only company on the list with a subsidiary to rank higher than itself with Pokémon Go (7).
  • Millennial brands continue to grow and dominate the Global Love List – with Adidas, Dior, Sephora, and Target showing significant year-over-year brand love growth.
  • The most popular brands by category are:
    • Automotive – Ford (19) and Tesla (28)
    • Consumer Goods – Zara (13) and Nike (15)
    • Food and Beverage – McDonald’s (14) and Starbucks (23)
    • Luxury Goods – Gucci (17) and Louis Vuitton (36)
    • Retail – Best Buy (16) and Target (18)
    • Telecommunications – T-Mobile (56) and AT&T (69)


The NetBase Brand Passion Report 2017 is based on brand conversations across the social web inclusive of Twitter, Facebook, Instagram, Tumblr and millions of other sources during the one-year period from May 2016 through July 2017. Using NetBase’s patented technology, the report measures the strongest consumer emotions towards a brand. NetBase maps a category using four dimensions:

  • Volume – measuring the number of earned and owned mentions and conversations.
  • Passion Intensity – indicating how strong consumers feel about a brand or company based on a scale of 0-100.
  • Net Sentiment – measuring the overall direction of how consumers feel about a brand’s marketing, customer service and products on a scale of -100 to +100.
  • Brand Passion Index (BPI) – a brand’s net sentiment to passion ratio provides a look at how the brand is favored. For example, a brand with a low Net Sentiment but a high Passion Intensity is hated. Whereas a brand with a high Net Sentiment but low Passion Intensity is liked, but not loved.

The NetBase Brand Passion Report 2017: Top 100 Global Brand Love List can be downloaded here.

About NetBase

NetBase is the award-winning social analytics platform that global companies use to run brands, build businesses and connect with consumers every second. Its platform processes millions of social media posts daily for actionable business insights for marketing, research, customer service, sales, PR and product innovation. NetBase is a trusted partner to American Airlines, Arby’s, Coca-Cola, Ogilvy, T-Mobile, Universal Music Group, Walmart and YUM! Brands. Learn more at or @NetBase


Paige Leidig, 650-730-0740
Chief Marketing Officer
Danielle Sullivan, 781-684-0770


Paige Leidig, 650-730-0740
Chief Marketing Officer
Danielle Sullivan, 781-684-0770