NPR takes top spot as a purpose-driven brand consumers believe in

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 19, 2019, 10:02 AM UTC

Tesla topped the automobile category with its move to all-electric cars.

This article cites 2019’s US Prophet Brand Relevance Index (BRI), measuring the strength of the top 225 brands across 27 categories. The consumers surveyed were asked if they agreed with the statement, “The brand has a purpose that I believed in”.

Among media brands, NPR secured the first rank and TED ranked seventh, likely because they’re not perceived as biased. Under entertainment brands, Disney stood sixth and Pixar ranked 25th, as consumers consider both brands’ purposes “authentically integrated into their products and services.”

Many social media and internet services appeared in the top 25%, with Spotify securing the eighth position, Pinterest at 15th and Airbnb at 26th. Facebook and Twitter were at the bottom of the sample, possibly due to their roles in controversial political and social discourse.

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