People in the US love Apple above all other brands. People outside the US… not so much.

Apple, Microsoft, and Netflix are the three most-loved brands overall in the US says The Love Index 2016, a multi-country study published by Accenture Interactive and Fjord, its design and innovation unit.

Apple isn’t as popular outside the US though. In the UK, Apple ranks third, below Netflix and Google. And in Brazil, Apple isn’t even in the top 3. The three most-loved brands in Brazil are Netflix, YouTube and Google.

"Our research tells us people use five characteristics – Fun, Relevant Engaging, Social and Helpful – to describe and rate their experiences with brands," said Nan Nayak, Fjord’s managing director of design strategy and head researcher.

• Fun – Holds my attention in an entertaining way.
• Relevant – Gives me clear and customized information I want, when I want it
• Engaging – Identifies with my individual needs and wants
• Social – Helps me connect with others
• Helpful – Is efficient, easy and adapts over time.

"We’ve found that many of the traits people seek in their human relationships also apply to their relationships with brands. The Love Index reveals why people love brands, and what companies can do to increase and sustain that love."



Via EON and Accenture.

"The award-winning Love Index, 18 months in the making, is a proprietary, first-of-its kind methodology that identified the characteristics that determine Brand Love, derived through extensive qualitative research and quantitative surveys," explained Accenture Interactive. "For its 2016 benchmark, more than 26,000 people in the U.S., U.K. and Brazil rated more than 70 brands in the auto, banking, hospitality and retail industries."


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