Corporate Eye

Mid-2013 Global Brand Rankings Revealed

2013 mid-year BrandIndex rankingsYouGov has released its BrandIndex Mid 2013 Global Rankings. The brand ranking is developed using a daily measurement process which includes thousands of brands evaluated across 16 individual metrics. Brands are ranked based on the positive and negative “Brand Buzz” that they receive.

The mid-year 2013 list shows technology, car manufacturer, and supermarket chain brands ranking high for global brand buzz. For example, Samsung appears in the top 10 brand buzz list in 11 out of 14 countries measured. This is the second year that Samsung has ranked as the strongest international performing brand overall. Part of that brand buzz came from the company’s June release of a variety of new products. Beauty brands and chocolate brands also ranked high globally.

However, global brands weren’t the only ones to perform well in the global rankings. “Homegrown” brands, particularly domestic supermarket chains, frequently appear in national top 10 lists. You can see that in the list of top U.K. Buzz Rankings below where Marks & Spencer, Waitrose, and Sainsbury’s all appear in the top 10.

The most buzzed about brands in the U.S. and U.K. according to the Mid-2013 BrandIndex Buzz Rankings are:

Top U.S. Buzz Rankings Mid-2013

  1. Ford
  3. Subway
  4. History Channel
  5. Lowe’s
  6. V8
  7. Walgreen’s
  8. YouTube
  9. Kindle
  10. Cheerios

Top U.K. Buzz Rankings Mid-2013

  1. BBC iPlayer
  2. Samsung
  3. John Lewis
  5. Dyson
  7. YouTube
  8. Marks & Spencer
  9. Waitrose
  10. Sainsbury’s

The most improved brands in the U.S. and U.K. according to the Mid-2013 BrandIndex Buzz Rankings are:

Top U.S. Buzz Improvers Mid-2013

  1. Goldman Sachs
  2. Bank of America
  3. J.P. Morgan
  4. American Airlines
  5. BlackBerry
  6. Galaxy
  7. Morgan Stanley
  8. Kodak
  9. Bing
  10. Starbucks DoubleShot Energy+ Coffee

Top U.K. Buzz Improvers Mid-2013

  1. London Underground
  2. Royal Mail
  3. La Senza
  4. Santander
  5. Sky
  6. Samsung
  7. Goldman Sachs
  8. Little Chef
  9. Network Rail
  10. Ryanair

If you compare the Mid-2013 Brand Buzz rankings to the Mid-2012 Brand Buzz rankings, you won’t see a big change in the U.S. or U.K. lists. Noticeably absent from both lists is Google, which had already dropped significantly in the rankings in mid-year 2012 and at the end of 2011. Overall, Google performed well, making it onto the top 10 list for five countries. However, it fell off of the list in other countries (e.g., Sweden). On the other hand, continues to stay consistently strong in the brand buzz ranking year after year.

What do you think of the Brand Buzz Index? Any brands noticeably absent or surprising in their appearance on the list? Leave a comment and share your thoughts below.

Be sure to follow the link at the beginning of this article to get all of the details about the Mid-2013 Global BrandIndex, including lists by country, category, and more.


The following two tabs change content below.
Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for and, and her marketing-related articles have appeared on websites such as,,, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.