prophet/relevantbrands-2018Brand Relevance Index®United StatesUnited KingdomGermany China2018INCLUSIVE INDISPENSABLE INNOVATIVE AGILE REVITALIZED GROUNDED TARGETED SIMPLE PERSONALIZEDRELEVANT BRANDSINSPIRE PEOPLE2018United StatesUnited KingdomGermany Chinaprophet/relevantbrands-2018Prophet Brand Relevance Index®3prophet/relevantbrands-2018Contents4Introduction5 Defining Relevance6 The Four Brand Principles12The Top 50 Brands in the United States14Category Leaders15Key Findings21The Biggest Movers from 2017 to 201822 Top Brands Among Females / Males23Top Brands Among Millennials / Non-Millennials24Spotlight on the Top 25 Brands of 2018 42 Methodology44 Contact4prophet/relevantbrands-2018Prophet Brand Relevance Index®IntroductionAt Prophet, we believe that thestrongest brands are the onesthat are relentlessly relevantand are making a difference inconsumers lives. We surveyed12,694 customers on 299brands across 37 industries todevelop our customer-drivenbrand relevance ranking.2018Prophet Brand Relevance Index®5prophet/relevantbrands-2018Relentlessly relevant brands engage, surprise and connect. They delight, disrupt and deliver. They are restless. They push themselves to earn and re-earn customers loyalty and they define and redefine whats possible in their categories and in the world. The companies that have built relentlessly relevant brands generally have four common principlesMONFOURPRINCIPLESDefining RelevanceWhat makes a brand relentlessly relevant?Prophet Brand Relevance Index®6prophet/relevantbrands-2018Four Principles ofBrand Relevance1Customer Obsessed2Ruthlessly Pragmatic3Distinctively Inspired4Pervasively InnovativeBrands we cant imagine living without1Customer ObsessedEverything these brands invest in, create and bring to market is designed to meet important needs in peoples lives. Prophet Brand Relevance Index®7prophet/relevantbrands-2018Four Principles ofBrand Relevance1Customer Obsessed2Ruthlessly Pragmatic3Distinctively Inspired4Pervasively InnovativeBrands we depend on2Ruthlessly PragmaticThese brands make sure their products are available where and when customers need them, deliver consistent experiences and simply make life easier for their customers.Prophet Brand Relevance Index®8prophet/relevantbrands-2018Four Principles ofBrand Relevance1Customer Obsessed2Ruthlessly Pragmatic3Distinctively Inspired4Pervasively InnovativeBrands that inspire us3Distinctively InspiredThese brands make emotional connections, earn trust and often exist to fulfill a larger purpose.“We are shifting from a PC-centric to a data-centric business. When our business evolves, our brand must also change accordingly. We changed our tagline two years ago from “Intel Inside” to “Amazing Experiences Outside.” Intel is a leading technology company, and innovation is in our DNA. We want to continuously innovate, by leveraging our technology to provide amazing experiences which also improve our everyday life.“ PAUL LU CHINAS DIRECTOR OF BRAND, CREATIVE, EVENTS AND OLYMPICS MARKETING AT INTELProphet Brand Relevance Index®9prophet/relevantbrands-2018Four Principles ofBrand Relevance1Customer Obsessed2Ruthlessly Pragmatic3Distinctively Inspired4Pervasively InnovativeBrands that consistentlyinnovate4Pervasively InnovativeThese brands dont 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.10prophet/relevantbrands-2018Prophet Brand Relevance Index®“Its clear that to be successful, brands need more than size and ubiquity. They must create a product that people love enough to integrate into their everyday lives. The brands that inspire this level of loyalty will ultimately grow the fastest because they are relevant in the moments that matter most to consumers.”SCOTT DAVIS CHIEF GROWTH OFFICER Prophet