Amazon and NHS lead connected brands index

The index is published annually by Opinium and is compiled using feedback from 6,000 interviews with consumers, brand mentions and brand reviews.

It combines four brand metrics – prominence, distinction, emotion and dynamism. These are weighted together to produce a summary of a brand’s ability to connect with people. 

The National Health Service ranked in second place, ahead of Google and Netflix (third and fourth). The NHS appeared in the top three brands across all measures and ranked top against the measures of dynamism and emotion.

Amazon has topped the overall ranking for four years. The company has dominated the prominence metric during the past three years and continues to rank first place in this area. It also topped the distinction metric, particularly for people over the age of 50 who used it for deliveries during the pandemic.

Cadbury, Apple, Heinz, Samsung, Microsoft and Boots make up the rest of the top 10.

New entrants to the top 100 ranking include Gucci, Tesla, National Trust, Mars, Curry’s PC World, Spotify, Etsy, FitBit and Xbox.

Wez Eathorne, research director at Opinium, said: “A previously undervalued brand that brought entire communities together each Thursday in applause, making everyone appreciate the dedication of those working on the frontline, the NHS rose to the challenge in the face of a global pandemic, doing all in its power to save lives. This ranking shows that this year consumers, now more than ever, are looking for brands that offer safety and security.”