America's Most Loved Brands

Engagement Labs has released our annual ranking of America's most loved brands, and the results are in. This year, Trader Joe's took the top spot for the most positively talked about brand in offline conversations, followed closely by the LEGO Group . Meanwhile, American Family Insurance was ranked as the most loved brand in online talk, with Lush Fresh Handmade Cosmetics North America coming in at a close second.

Engagement Labs' data shows that consumers are passionate about brands, and this generates brand talk. Brands that can successfully generate positive conversations and engagement with consumers are likely to see increased sales and brand loyalty. In fact, our research has demonstrated that online and offline conversations are distinct from one another and usually have no correlation. Despite both types of conversations having an impact that leads to sales and business outcomes, they do so in different ways, necessitating different marketing strategies.

According to our study, these consumer conversations drive 19% of all purchases. This has been evidenced in their articles published in the Journal of Advertising Research and the MIT Sloan Management Review. It's clear that cultivating brand love is crucial to maximize marketing ROI, and this focus will continue throughout 2023.

The most loved brands offline are Trader Joe's, LEGO, Olay, Dawn, Dove Men + Care, Lysol, Dove, Charles Schwab , Doritos, and Bath & Body Works . The most loved brands online are American Family, Lush, EXPRESS , Sam's Club , OshKosh B'Gosh, Clean & Clear, Urban Decay Cosmetics , Tripadvisor , Clinique , and 雅芳 .

It's worth noting that net sentiment of consumer conversations continues to be positive for everyday categories such as beauty and personal care, children's products, food, and home. Consumers tend to place a significant emphasis on these categories as they directly relate to their daily lives and well-being.

Overall, the TotalSocial Most Loved Brands showcase the enduring, strong emotional bond between consumers and the brands they love. In the end, it's clear that brands that deliver become beloved.

To read the full press release, click here. To request a briefing, click here.

• Both online and offline conversations drive brand success: Here are the leaders in each category in Bulldog Reporter
• Trader Joe's, American Family Insurance Most-Loved Brands in MediaPost
• Trader Joe’s, Lego, Bath & Body Works among American’s ‘most loved’ brands in Chain Store Age
• Engagement Labs Names America’s Most Loved Beauty and Personal Care Brands in Happi Magazine
• Express, Trader Joe’s Top List of Most Loved Brands in WWD

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