America’s most loved brands include Google, Betty Crocker and Campbell’s Soup, according to a recent survey by Morning Consult Brand Intelligence, but consumer favor depends on community, age group and gender.

Morning Consult conducted roughly 250,000 interviews between January and March 2018 that asked US adults to rate a randomized set of brands on areas such as favorability, community impact and purchasing intent. Favorability ratings are then calculated by subtracting negative favorability from positive scores.

Based on the survey results, Americans love technology and food. Eight of the top 25 brands are related to food and five include technology brands. According to Morning Consult’s methodology, “The final rankings were determined using surveys conducted online among a national sample of adults. Between 2,500 and 50,000 adults rated each of the over 1,000 companies from January through March 2018.”

Google topped Morning Consult’s list as America’s most loved brand, with a net favorability rating of 78.7. Hershey’s came in at a close second with 78.6. Rounding out the top five are Pillsbury at 76.1, with Amazon and UPS tied for fourth place with a favorability score of 76.

YouTube was the only social media brand to top the list. The video sharing site holds the number nine spot with a favorability score of 73.8.

Brand views vary by where Americans live, the survey found. For example, Carhartt scored 52.1 with respondents from rural areas, compared to a general population score of 39.8. In urban areas, BET ranked 26.7 compared to 14.9 overall.

Americans making $75,000 or more with at least $50,000 invested in the stock market had varying opinions, as well. Boeing, for example, received a 64.6 favorability score from this demographic compared to 39.6 when combined with the general population.

Young adults between the ages of 18-29 have their own brand views, as well. This age group likes Wells Fargo more than the general population, scoring the brand 13.1 and 2.8 respectively. The biggest gap goes to Red Bull, which received an overall score of only -1.3 but 19.2 with young adults.

Most Loved Brands Are:

  1. Google
  2. Hershey’s
  3. Pillsbury
  4. Amazon
  5. UPS
  6. Kellogg’s
  7. Sony
  8. Betty Crocker
  9. YouTube
  10. Campbell’s Soup