Annual Report Derived from 20K Consumers Ranks Amazon, Google, and YouTube at the Top as Loyalty, Trust and Identity Prove Key to Brand Resilience
CULVER CITY, Calif., June 11, 2025 -- MarketCast, the leading marketing research firm helping brands maximize their advertising impact and amplify brand fandom, today launched the results of its 2025 Brand Fandom 50, a sweeping study of over 20,000 U.S. adults and nearly 300 brands over three years. The research reveals an unprecedented look into the brands that spark deep emotional connection with consumers, and how that fandom translates into business resilience and lasting customer loyalty.
MarketCast's research shows that the top-performing brands have become part of the fabric of consumers' daily lives.
Amazon, Google, YouTube, Apple and Walmart lead this year's Fandom 50, standing out for how seamlessly they've integrated into Americans' lives across shopping, entertainment, and utility.
"The strongest brands today aren't just seen or heard; they're felt," said Ed Trujillo, SVP of Brand Solutions at MarketCast. "Our research shows that the top-performing brands have become part of the fabric of consumers' lives. Whether it's through everyday utility, emotional resonance, or cultural relevance, these brands have embedded themselves in routines, conversations and communities. That's the hallmark of true brand fandom, when a brand stops being a choice and starts being a constant."
For the third year of the study, MarketCast studied 162 brands across 21 categories, zooming in on the power of Brand Fandom to drive purchase decisions and its influence on bottom-line business health.
Key Findings Include:
- Daily Touchpoints Drive Devotion: Top-ranked brands like Amazon (#1) and Apple (#4) win not just for their products, but for being everywhere—from retail and delivery to devices and entertainment, they are embedded into consumers' daily lives.
- Fandom Equals Business Health: Even amid market pressures, brands with high fandom scores outperform peers on purchase intent, emotional connection, and long-term brand resilience. In fact, two-thirds of brands MarketCast studied experienced revenue shifts in sync with Brand Fandom.
- Love Doesn't Always Mean Trust: Tech brands score high on affection, but some fall short on trust. Amazon is a rare exception—ranking #1 in Fandom with 82% Overall Love and 74% Overall Trust ratings.
- Fandom Can Be Cross-Generational: Chick-fil-A defies demographics, ranking in the Top 50 across every age and income group.
- Retail Preferences Shift by Income: While Walmart ranks #5 overall, high-income households prefer Costco and The Home Depot, showcasing how perceptions of value evolve with spending power.
- Nostalgia, Joy, and Style Still Matter: Oreo (#4 for Fandom among 35-49 year olds with an 83% Overall Love rating), Nintendo (#16 for Fandom among Gen Z with an 82% Overall Love rating), and Levi's (#5 for Fandom among Gen Z and Millennials) prove that emotional resonance and timeless appeal still capture hearts and dollars.
Top 10 Brands by Fandom in 2025 (All Demographics):
- Amazon
- YouTube
- Apple
- Walmart
- Netflix
- Coca-Cola
- Visa
- Levi's
- Samsung
"Brands that build fandom aren't just loved, they're resilient," added Trujillo. "They can better withstand economic shifts, price pressure and rising competition because their fans stick with them through it all. In today's state of economic uncertainty, this has never been more important for brands."
The 2025 Brand Fandom 50 was powered by MarketCast's Brand Tracking Plus solution, the first measurement framework designed to quantify and diagnose fandom as a driver of brand strength, equity and growth.
For the full Top 50 list and deep dive insights, visit https://marketcast.com/brand-fandom-2025/.
About MarketCast
MarketCast is a leading marketing research firm dedicated to helping brands maximize their advertising impact and amplify brand fandom. With a powerful portfolio of advertising and brand research solutions, MarketCast helps clients find the right audiences to target, craft ad creative that resonates, and build long-term brand Fandom and customer loyalty. Headquartered in Los Angeles, MarketCast's team of researchers, product experts, and data scientists deliver game changing insights for brands around the world. For more information visit www.marketcast.com.
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