Defining Brand Relevance
Relevant brands make bold moves that amaze customers, push competitors out of consideration, and – at times – define entirely new categories and markets. And they do it while remaining unwaveringly authentic to who they are.
Brands we
can't imagine
living without
Everything these brands invest in, create and bring to market is designed to meet important needs in people’s lives.
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This brand continues to surprise and delight through targeted content that plays to every desire, whether you are a millennial or a retiree. They continue to produce original content, showing that above all else, they care about delivering what their customers want.
This brand continues to surprise and delight through targeted content that plays to every desire, whether you are a millennial or a retiree. They continue to produce original content, showing that above all else, they care about delivering what their customers want.
The #1 brand on our "Makes me Happy" attribute creates content that connects with viewers emotionally and quite simply, brings people joy. Their feature-length movies are blockbusters for the young and old alike in a world where happiness is often found in short-format, on-the-go content.
The #1 brand on our "Makes me Happy" attribute creates content that connects with viewers emotionally and quite simply, brings people joy. Their feature-length movies are blockbusters for the young and old alike in a world where happiness is often found in short-format, on-the-go content.
KitchenAid continues to climb in our rankings each year: Seeking to bring aspiration to the home chef, while offering customization and personalization options.
KitchenAid continues to climb in our rankings each year: Seeking to bring aspiration to the home chef, while offering customization and personalization options.
Trader Joe’s ranks at the top of customer satisfaction for grocery stores, and if you’ve ever stepped foot in one, it’s easy to see why. Employees are hyper-focused on shoppers, providing fast checkout, friendly service and helpful product recommendations to make the shopping experience more personal.
Trader Joe’s ranks at the top of customer satisfaction for grocery stores, and if you’ve ever stepped foot in one, it’s easy to see why. Employees are hyper-focused on shoppers, providing fast checkout, friendly service and helpful product recommendations to make the shopping experience more personal.
Brands we
depend on
These brands make sure their products are available where and when customers need them, deliver consistent experiences and simply make life easier for their customers.
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Keurig has anchored on dependability, consistency and ease of use. The brand has continued to deliver quality across its entire product line, with sleek and versatile brewers to meet the needs of every at-home barista. Many feature modern designs, programmable features, simple controls and colors to fit every kitchen.
Keurig has anchored on dependability, consistency and ease of use. The brand has continued to deliver quality across its entire product line, with sleek and versatile brewers to meet the needs of every at-home barista. Many feature modern designs, programmable features, simple controls and colors to fit every kitchen.
TurboTax ranks highly in our Index for pragmatism--interesting, given it's a brand that most people use once a year, and then forget about for 10 months. This proves that it’s essential to find a vitally important need and be ruthless about the quality of your product and the delivery of your experience.
TurboTax ranks highly in our Index for pragmatism--interesting, given it's a brand that most people use once a year, and then forget about for 10 months. This proves that it’s essential to find a vitally important need and be ruthless about the quality of your product and the delivery of your experience.
Chick-fil-A spikes in delivering a consistent experience for their guests. Chick-fil-A has shown that being rooted in an identity enables them to deliver quality, differentiated experiences across markets, through operational excellence, second-mile service and establishing emotional connections with guests.
Chick-fil-A spikes in delivering a consistent experience for their guests. Chick-fil-A has shown that being rooted in an identity enables them to deliver quality, differentiated experiences across markets, through operational excellence, second-mile service and establishing emotional connections with guests.
This brand has established itself as a household name, and consumers see it as dependable and consistent. Kleenex rarely focuses on radical innovation like we see other brands do that climb the BRI rankings, but there is something to say about a product that you know will be there, providing comfort and trust.
This brand has established itself as a household name, and consumers see it as dependable and consistent. Kleenex rarely focuses on radical innovation like we see other brands do that climb the BRI rankings, but there is something to say about a product that you know will be there, providing comfort and trust.
Brands that
inspire us
These brands make emotional connections, earn trust and often exist to fulfill a larger purpose.
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Ranked #1 for “Makes me feel inspired,” Pinterest has created a platform that makes people feel inspired and empowered to take on projects. They win the relevance battle by being there in moments of high emotional need and major life events, and inspiring consumers to be their best selves in those moments.
Ranked #1 for “Makes me feel inspired,” Pinterest has created a platform that makes people feel inspired and empowered to take on projects. They win the relevance battle by being there in moments of high emotional need and major life events, and inspiring consumers to be their best selves in those moments.
LEGO plays a huge role in the development of children. The company has consistently innovated in technology and robotics, with new products like LEGO Boost, allowing children as young as 7 to learn to code, and the LEGO Life social network to share creations among peers.
LEGO plays a huge role in the development of children. The company has consistently innovated in technology and robotics, with new products like LEGO Boost, allowing children as young as 7 to learn to code, and the LEGO Life social network to share creations among peers.
In a world of media proliferation, Food Network is the most relevant TV Network in our Index. The brand has successfully entrenched itself as purpose-driven – making a world of healthy, tasty and fun food accessible to everyone, and in the process has become a top performer in inspiring consumers.
In a world of media proliferation, Food Network is the most relevant TV Network in our Index. The brand has successfully entrenched itself as purpose-driven – making a world of healthy, tasty and fun food accessible to everyone, and in the process has become a top performer in inspiring consumers.
Nike makes athletic endeavors accessible to everyone as the brand maintains that anyone with a body is an athlete, contracts high caliber, role-model athletes to sport the swoosh and works to create gear for championship games all the way down to lifestyle shoes and fan gear.
Nike makes athletic endeavors accessible to everyone as the brand maintains that anyone with a body is an athlete, contracts high caliber, role-model athletes to sport the swoosh and works to create gear for championship games all the way down to lifestyle shoes and fan gear.
Brands that consistently innovate
These brands don’t rest on their laurels. Even as industry leaders, they push the status quo, engage with customers in new and creative ways and find new ways to address unmet needs.
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PlayStation is a top 5 brand in all markets tested on “Pushing the status quo”. It is taking advantage of the rise in e-sports and gaming to connect people around the world and push gaming from an individual experience to one that's more social and connected than ever before.
PlayStation is a top 5 brand in all markets tested on “Pushing the status quo”. It is taking advantage of the rise in e-sports and gaming to connect people around the world and push gaming from an individual experience to one that's more social and connected than ever before.
Globally this brand is a top performer across our “Pushing the status quo” attribute in the U.S., UK and Germany. It has found ways to break through the expectations around durable goods and win the battle for everyday relevance.
Globally this brand is a top performer across our “Pushing the status quo” attribute in the U.S., UK and Germany. It has found ways to break through the expectations around durable goods and win the battle for everyday relevance.
Since 2007, the brand has created one of the most profitable movie franchises of all time through its creative storytelling and its willingness to redefine what a superhero story is. Marvel continues to evolve and challenge their audience by embracing bold new directions.
Since 2007, the brand has created one of the most profitable movie franchises of all time through its creative storytelling and its willingness to redefine what a superhero story is. Marvel continues to evolve and challenge their audience by embracing bold new directions.
When it comes to innovation, Google has long been a benchmark for other companies to measure themselves against. From a powerhouse search engine, the brand has expanded into everything from mobile operating systems to self-driving cars and balloon-based internet access.
When it comes to innovation, Google has long been a benchmark for other companies to measure themselves against. From a powerhouse search engine, the brand has expanded into everything from mobile operating systems to self-driving cars and balloon-based internet access.
Why rank brands based on relevance?
We created the Prophet Brand Relevance Index® (BRI) to help companies measure brand relevance and understand how it can unlock growth. In fact, our data reveals that the revenue growth of the most relevant brands have outperformed the S&P 500 average by 28% over the last decade.
BRAND RELEVANCE MEANS GROWTH
GROWTH FOR THE TOP 50 MOST
RELEVANT BRANDS VS. S&P 500
Note: based on publicly available financials for all publicly traded brands within the Top 50 in US 2017 BRI
Problems we solve
HOW CAN YOU DRIVE GROWTH AND BECOME RELENTLESSLY RELEVANT?
How relevant is your brand?
Dig into the data with our experts.