Amazon has highest brand perception

For the third year in a row, Amazon (NASDAQ:AMZN) had the highest perception ranking within the U.S. market, according to YouGov BrandIndex's Buzz score.

To determine Buzz scores, BrandIndex tracks 1,400 brands daily, asking participants if they've heard anything about the brand, positive or negative, in the last two weeks, reported MediaPost. The scores range from 100 to negative 100.

Amazon increased from 29.7 to 32.1 points due to its aggressive services and capabilities expansion. YouGov states that of every $1 U.S. shoppers spent online this year, Amazon captured 51 cents of that, according to a recent estimate by analysts at Macquarie Research.

The ranking comes as no surprise, as Prime membership program continues to grow. According to a new survey by Cowen, Prime now has close to 41 million members—some 38 percent of U.S. households. Amazon Prime Day in July helped to boost membership numbers, as did the holidays: membership jumped 32 percent in December.

Amazon Instant Video/Prime Instant Video specifically gained 2.7 points, on the strength of its expanding streaming content, access to storage for music and photos, and its two-day shipping.

Behind Amazon, Netflix ranked No. 2, with a score of 30.2 and YouTube ranked No. 3. Amazon and Netflix were the only brands to improve their scores from last year.

Other retailers on the top 10 include Apple and Samsung, tied for No. 6; and Lowe's and Walgreen's, tied for No. 9.

One retailer knocked out of the top 10 from last year is Subway, which now ranks as No. 20 with a score of 17.2.

Although not in the top 10, Target saw the third-largest gain in Buzz score, up 6.7 points after it overcame its data security crisis during the holidays in 2013.

For more:
-See this MediaPost article

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