Amazon battles Google for ‘most useful’ US brand

The poll, of 5,500 consumers carried out by creative agency T3, showed that while millennials see Google as the most useful brand, with Lego, PayPal and Netflix also in their top five, baby boomers and generation Xers preferred Amazon. The overall top five came out as: Amazon, Band Aid, Google, Kleenex and Visa.

The study weighed 14 elements: association, value, trust, friendliness, confidence, safety, quality, efficiency, ease, consistency, availability, empowerment, innovation and customisation to generate a useful brand score.

The full report can be accessed here.