POPULARITY CONTEST: Millennial minds were tapped once again, this time for a new brand ranking.
The latest, by digital agency Moosylvania, culls a report of the top 100 brands as designated by the cohort marketers can’t chat up enough.
Perhaps not surprisingly, Apple Inc. retained its top spot on this year’s list as compared with last year. The makeup of the rest of this year’s top 10 — with the exception of Sony Corp., which stayed in the fourth place — reflects the shifting landscape. Nike Inc. moved down one spot to number three, replaced by Target Corp. in the number-two position. Other brands to move down within the top 10 included Samsung, Amazon and Microsoft.
Coca-Cola Co., Wal-Mart Stores Inc. and Victoria’s Secret all notched gains within this year’s top 10, with the lingerie retailer previously ranking 25th in 2015’s list.
Department stores on the list this year appeared to register well among survey participants. Macy’s Inc. registered in the 34th spot, up from 39th last year and Nordstrom Inc. came in at 46, up from 77 in 2015.
The ranking — a mix of tech, retail, beauty, food and automotive companies — was the result of polling 1,000 people in the U.S. between the ages of 16 and 36. Participants listed their three favorite brands and then were asked additional questions related to the reasons why they selected those brands. The general consensus based off the additional line of questioning was nothing shocking: advertising doesn’t bear as much impact on how new brands are found as compared with other factors such as influencers, family and friends.
“It’s all about what others are saying and less about advertising,” said Moosylvania chief executive officer Norty Cohen.