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Amazon’s brand is more relevant to millennials in America than any other company.

That’s one finding from a new survey from global marketing consultancy Prophet, which polled 15,000 U.S. consumers about more than 300 brands across 27 industries to come up with its second annual Brand Relevance Index.

Apple took the top spot for the second straight year among all U.S. consumers. Amazon finished second, but also was first among only millennials.

“This audience has fully embraced one- click shopping, using Prime to purchase everything from electronics to shampoo,” Prophet noted. “But it’s more than a utility brand — millennials are also turning to Amazon for entertainment as its streaming library expands.”

Here’s more from Prophet on Amazon:

A powerhouse of pragmatism, Amazon is No. 1 in every measure of usefulness and dependability: “It makes my life easier.” “It delivers a consistent experience.” “It’s available whenever I need it.” Members not only love the ease of shopping with Prime. But Amazon also charms them with devices (Fire and Kindle), original programming (award-winning Transparent and Mozart in the Jungle) and help around the house (Thanks, Alexa!).

The top six most-relevant brands were tech companies — Android, Netflix, Google, and Samsung followed Apple and Amazon, respectively.

Pinterest was No. 8 and YouTube was No. 20. Facebook did not make the top 50, though Prophet’s methodology noted that it only included companies that “contribute materially to U.S. household spend.”

Microsoft finished No. 16; Xbox was No. 48. Microsoft CEO Satya Nadella was asked last month about his company’s brand, and where it bothers him that it may not be as well-known to younger consumers as an Apple, Facebook, Google, or Amazon.

Nadella said that those customers will know brands like Minecraft and Xbox.

“To me, having a set of brands and set of products for that demographic and especially kids and college students — it’s super important to us,” he said, adding that “I don’t want to sort of devalue a lot of other things that we do for different audiences only to the exclusion of this.”

Here’s a look at the top 50 (click image to enlarge):


Prophet, which has nine offices worldwide, noted that relevance is the “single-greatest determining factor for a brand’s long-term success.” It said the top brands typically share four common dimensions of which Prophet used to rank companies in the BRI — they are customer obsessed; they are ruthlessly pragmatic; they are distinctively inspired; and they are pervasively innovative.

“Our clients have often asked for our perspective on the value of brand rankings,” the company noted. “And while there are several brand lists and rankings out there today, none speak directly to consumers to find out which brands are the most indispensable to their lives — the ones consumers simply cannot imagine living without. We created the BRI to help business and brand leaders measure the relevance of their brands, and provide them ways to improve it.”

You can see the full Brand Relevance Index here. Prophet also surveyed customers in other countries and produced separate BRIs for the U.K., Germany, and China. Apple and Amazon ranked among the top three brands in both U.K. and Germany.

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