Band-Aid Takes Top Honors in Brand Ranking

Lisa Johnston
Senior Editor
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Consumers have a high opinion of the consumer goods brands keeping them safe, clean and comforted during the pandemic.  

Data and analytics provider YouGov released its annual brand rankings for 2020, and Band-Aid took home the honors as the most positively perceived brand in the United States. This is the fourth year in a row the Johnson & Johnson-owned brand has captured the lead spot.

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.

Other CG brands on the top U.S. brands list included:

No. 2: Dawn
No. 4: Hershey’s
No. 5: Clorox
No. 6: M&Ms
No. 9: Quaker

The top global CG brands included Nike, Nivea, Dettol, Colgate, Lego, Tylenol, Almarai and Adidas.

Levi’s also appeared on the list of brands that had improved their scores from last year, joining Lysol, CeraVe and Maruchan Ramen Noodle Soup. YouGov attributed Levi’s improvement to its investments in its direct-to-consumer channels, while Maruchan Ramen Noodle Soup received a favorable view as an essential pantry staple for Americans at the beginning of the pandemic.

Clorox was deemed the most essential consumer goods company in a Harris Poll earlier this year.

See the full YouGov ranking with the BrandIndex scores.   

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