Mini-report

Living
Living Consumer
Consumer Intelligence
Intelligence || yougov.com
yougov.com
 2

Hundreds of thousands of consumers have spoken over the past

About This
year, revealing 2022’s top-performing brands.
Report
YouGov's Best Brand Rankings are based on the Index score derived
from YouGov BrandIndex – an advanced brand tracker that monitors more
The report compares
than 20,000 brands in hundreds of sectors around the globe on a daily basis.
brand health data from

October 2021 – Index scores are an aggregate of the six brand health metrics used to
September 2022 measure brand KPIs including Quality, Value, Impression, Reputation,
Recommend and Satisfaction.
vs.
Brand interviews are conducted among YouGov’s industry-leading consumer
October 2020 –
panel every day as we talk to your target audience. YouGov BrandIndex is
September 2021
part of an ever-growing source of constantly evolving, connected consumer
to glean the most intelligence.
improved brands of
the year.
 3

Our brand health (Index) scores consider the following

consumer perceptions:
How YouGov
Measures • Impression: Do you have a generally positive or negative feeling
Brand Health about this brand?

• Quality: Does this brand represent good quality or poor quality?

• Value: Is this brand a good value for the money or a poor value for
the money?

• Satisfaction: Are you a satisfied or dissatisfied customer of this brand?

• Recommend: Would you recommend this brand to a friend or

colleague?

• Reputation: Would you be proud to work for this brand?

YouGov BrandIndex

Here are
America's Top
Improved
Brands for 2022
Living
Living Consumer
Consumer Intelligence
Intelligence || yougov.com
yougov.com
America's Top Improved Brands 2022 5

10. Google
America's Top Improved Brands 2022 6

10. Google Google avoids ire shouldered by other tech companies

40

Sector: Technology 39

Change in score: 1.7 38

37
Most Improved Metrics:
36
Impression, Satisfaction
35

Brand growth drivers: 34

• By suspending all ad sales in Russia in March 33

2022, and limiting ad income and monetization

32
on content that refutes climate change in October
2021, Google became one of the few brands to 31

take a stance on politics and showcase

30
advocacy.

Mar-21

Mar-22
Jan-22
May-21

May-22
Jul-21

Jul-22
Sep-21

Nov-21

Sep-22
• A trusted product, Google's search engine Net Index Score

continued to prove reliable for users looking for

answers during the global pandemic.
America's Top Improved Brands 2022 7

9. Lipton
America's Top Improved Brands 2022 8

9. Lipton Riding a category increase, Lipton's brand health grows

40

Sector: CPG 39

Change in score: 1.9 38

37
Most Improved Metrics:
36
Impression, Quality
35

Brand growth drivers: 34

• Amid overall growth in the tea category, 33

American consumers increasingly

32
explored Lipton as a high-quality alternative to
coffee. 31

30
• Lipton's parent brand announced a global

Mar-21

Mar-22
Jan-22
May-21

May-22
Sep-21

Nov-21

Sep-22
Jul-21

Jul-22
media review at the height of their brand health
score in March 2022 before finally selecting Net Index Score

Omnicom's PHD in July 2022, in time for a

seasonal winter uplift.
America's Top Improved Brands 2022 9

8. Vaseline
America's Top Improved Brands 2022 10

8. Vaseline Unilever's Vaseline slugs a home run on TikTok

45

Sector: CPG 44

43
Change in score: 2.0
42

Most Improved Metrics:

41
Recommend, Quality
40

Brand growth drivers: 39

38
• Vaseline amplified organic and seeded mentions
on TikTok, including mentions from influencer 37

@dermdoc ahead of Winter 2021, a notoriously

36
dry period for skin that the viral "slugging" trend
helped Americans alleviate. 35

Mar-21

Mar-22
Jan-22
May-21

May-22
Sep-21

Nov-21

Sep-22
Jul-21

Jul-22
• As the year progressed, Vaseline was also
Net Index Score
utilized on TikTok for various non-skincare hacks,
such as car and house cleaning.
America's Top Improved Brands 2022 11

7. DICK's
Sporting Goods
America's Top Improved Brands 2022 12

7. DICK's Sporting Goods DICK's leverages brand activism strategically

25
Sector: Retail
24

Change in score: 2.2 23

22
Most Improved Metrics:
Quality, Recommend, Reputation 21

20

Brand growth drivers: 19

• DICK's Sporting Goods has taken a strong stand 18

on several social issues, including abortion rights, 17

workplace equality, sustainability, and gun
16
control laws.
15

Mar-21

Mar-22
Jan-22
May-21

May-22
Sep-21

Nov-21

Sep-22
Jul-21

Jul-22
• The company also secured the first Peloton retail
partnership, helping to growing the
brand strategically during a period when Net Index Score

other retailers are struggling.

America's Top Improved Brands 2022 13

6. Skechers
America's Top Improved Brands 2022 14

6. Skechers Skechers maintains comfortable brand momentum

35

Sector: Retail 34

Change in score: 2.3 33

32
Most Improved Metrics:
31
Quality, Recommend
30

Brand growth drivers: 29

• Buoyed by major advertising campaigns, 28

Skechers drove a message of high-quality,

27
fashionable and comfortable shoes, and got the
word spread. 26

25
• Sustained brand momentum led to controversial

Mar-21

Mar-22
Jan-22
May-21

May-22
Jul-21

Jul-22
Sep-21

Nov-21

Sep-22
celebrity Ye unsuccessfully pitching SKECHERS
on adopting the Yeezy brand (following this Net Index Score

rankings period), after being dropped by Adidas.

America's Top Improved Brands 2022 15

5. GoodRx
America's Top Improved Brands 2022 16

5. GoodRx GoodRx maintains brand health amidst stock woes

25
Sector: Health & Pharma
24

Change in score: 2.3 23

22
Most Improved Metrics:
Quality, Value 21

20

Brand growth drivers:

19

• Making the top improvers list for the second year 18

in a row despite stock market woes, the GoodRx

17
brand continues to ride high on a quality UX and
momentum from a summer 2021 partnership with 16

DoorDash. 15

Mar-21

Mar-22
Jan-22
Jul-21

Jul-22
May-21

May-22
Sep-21

Nov-21

Sep-22
• GoodRx's list of the "most expensive
medications" garnered good press and consumer Net Index Score

perception about the brand's value.

America's Top Improved Brands 2022 17

4. Nature’s
Bounty
America's Top Improved Brands 2022 18

4. Nature’s Bounty Jelly Bean Vitamins help Nature's Bounty keep growing

30
Sector: Health & Pharma
29

Change in score: 2.6 28

27
Most Improved Metrics:
Satisfaction, Impression 26

25

Brand growth drivers: 24

• Increasing accessibility for health and nutrition, 23

Nature's Bounty innovated with the release of 22

jelly bean vitamins in Fall 2021, seeing strong
21
brand health increases.
20

Mar-21

Mar-22
Jan-22
Jul-21

Jul-22
May-21

May-22
Sep-21

Nov-21

Sep-22
• In line with category trends, Nature's Bounty saw
an uplift at the beginning of the calendar year
when Americans regularly reevaluate their health Net Index Score

habits.
America's Top Improved Brands 2022 19

3. CeraVe
America's Top Improved Brands 2022 20

3. CeraVe CeraVe continues to innovate on social media

25

Sector: CPG
24

Change in score: 2.6 23

22
Most Improved Metrics:
Quality, Impression 21

20

Brand growth drivers:

19

• Ranking in the top three once again, CeraVe 18

continued the successful approach that

17
stimulated the brand's meteoric rise last year:
strategic social media investments in culture. 16

15
• CeraVe's #CleanseLikeADerm social media

Mar-21

Mar-22
Jan-22
Jul-21

Jul-22
May-21

May-22
Sep-21

Nov-21

Sep-22
influencer campaign and TikTok live event over
the late summer led to a boom in brand health Net Index Score

ahead of the back-to-school season and dry

winter months.
America's Top Improved Brands 2022 21

2. Nature
Made
America's Top Improved Brands 2022 22

2. Nature Made Nature Made rides New Year's surge to rank again
34

Sector: Health & Pharma 33

Change in score: 3.2 32

31

Most Improved Metrics:

30
Satisfaction, Quality
29
Brand growth drivers:
28

• Nature Made's philanthropic campaign in 27

September 2021 aided teachers across America to
26
#TeachHealthy by providing immunity products
and stood out by funding a healthy environment to 25
educate the next generation.
24

Mar-21

Mar-22
Jan-22
Jul-21

Jul-22
May-21

May-22
Sep-21

Nov-21

Sep-22
• Standing out for quality and satisfaction in
the health supplements market, Nature Made
Net Index Score
thrived during the period when Americans kicked
off their New Year's Resolutions.
America's Top Improved Brands 2022 23

1. HBO Max
America's Top Improved Brands 2022 24

1. HBO Max HBO Max wins favor with quality content

23

Sector: Media & Content

22

Change in score: 3.5 21

20
Most Improved Metrics:
19
Quality, Impression
18

Brand growth drivers: 17

16
• With "content overwhelm" creeping into the zeitgeist
as the streaming wars continue, HBO Max stood out 15

among Americans for its investment in quality

14
programming
13

Mar-21

Mar-22
Jan-22
Jul-21

Jul-22
May-21

May-22
Sep-21

Nov-21

Sep-22
• Popular shows that contributed to HBO's growth
include the Sex in the City sequel, And Just Like
Net Index Score
That, the second season of Euphoria, White
Lotus, and House of the Dragon.
America's Top Improved Brands 2022 25

Top Improved Brands

As with YouGov's 2021 Top Improvers Report, many of the Index Previous Change
Rank Brand Sector
Score Score in Score
top trending brands with Americans in 2022 relate to health
and wellness. Nature Made, CeraVe, and GoodRx all made 1 HBO Max Media & Content 18.0 14.4 3.6

the top 10 for the second year running. 2 Nature Made Health & Pharma 29.5 26.2 3.3

3 CeraVe CPG 19.0 16.4 2.6

One new key theme that emerges through this year's list is
that 80% of the top 10 improvers saw a significant uplift in 4 Nature's Bounty Health & Pharma 24.4 21.9 2.5
Quality scores relative to the other metrics measured in this 5 GoodRx Health & Pharma 20.9 18.6 2.3
rankings.
6 Skechers Retail 31.9 29.6 2.3
DICK’s
This insight suggests that as the world emerges from the 7 Sporting Goods
Retail 21.5 19.3 2.2
pandemic, American consumers are increasingly gravitating
8 Vaseline CPG 39.6 37.7 1.9
toward quality. Moreover, creating a quality product and
consumer experience will have a strong waterfall effect on 9 Lipton CPG 37.2 35.3 1.9
overall brand health, possibly more so than any other metric 10 Google Technology 36.6 34.9 1.7
YouGov measures.
Scores show average data from Sep 29, 2021 - Sep 28, 2022 compared to Sep 29, 2020 - Sep 28, 2021
 Methodology

The YouGov Global Best Brand Rankings 2022 are calculated using the Index score
from our flagship YouGov BrandIndex tool.

YouGov BrandIndex tracks every brand’s performance daily against a range of

metrics, with our Index score comprising
LOGof the average score across 6 key brand
health metrics: Impression, Quality, Value, Satisfaction, Recommend and
Reputation.

YouGov BrandIndex draws data from interviews with our 22 million+ registered
panel members across 40 sectors in more than 59 countries globally. This year’s
ranking includes consumer views from 40+ markets, including the US, UK, China,
Germany, and India.
business.yougov.com

What does BrandIndex allow brands to do?

Monitor Benchmark
brand health Evaluate campaign metrics against
performance performance other brands

Measure the
impact of Understand customer Crisis
unforeseen events perception management
 Best Brand Rankings 28

Thank
you
Living Consumer Intelligence | yougov.com
YouGov, 2021, all rights reserved. All materials contained herein are protected by copyright laws.
Any storage, reproduction or distribution of such materials, in whole or in part, in any form without the prior written permission of YouGov is prohibited.
This information (including any enclosures and attachments) is propriety and confidential and has been prepared for the exclusive use and benefit of
the addressee(s) and solely for the purpose for which it is provided.
We make no representations, warranties or guarantees, whether express or implied, that the information is accurate, complete or up to date. We
exclude all implied conditions, warranties, representations or other terms that may apply and we will not be liable to you for any loss or damage,
whether in contract, tort (including negligence), breach of statutory duty, or otherwise, even if foreseeable, arising under or in connection with use of or
reliance on the information. We do not exclude or limit in any way our liability to you where it would be unlawful to do so.