Apple and Spotify rule. The Google, Sony and Disney franchises of brands rock. Welcome to the party USAA, Mayo Clinic, Tesla and Peloton. Goodbye U.S. automotive manufacturers. What happened Nike? Facebook and Starbucks are still not feeling the relevancy love, however, legacy brands such as Hersey’s, Dove and Band-Aid are. Aflac was one of the biggest gainers, climbing over 150 spots, while Dunkin’ was one of our biggest decliners, plummeting 85 spots. And, then there is USA Today, which won the annual “totally irrelevant” award for 2019, showing up dead last.
These are just a few of the highlights of the Prophet Brand Relevance Index®(BRI), now in its fifth year, which tracks the brands that really matter to consumers. It’s not just the ones they buy or use the most. It’s the brands they see as indispensable, often paying them the highest compliment of all: “I can’t imagine my life without it.”