And the most-loved brands of millennials are…

St. Louis--Nike, Apple, Samsung, Sony, and Walmart are the top five “most beloved” brands of millenials in a report by digital advertising agency Moosylvania. The 2015 Top 50 Millennial Brand Ranking Report is based on panel studies of 1,500 millennials (defined as aged 14 to 35).



In spite of last holiday season's security breach, Target rose from 27th to sixth in the 2015 rankings. Facebook, PlayStation and Old Navy were among 11 brands that lost favor with millennials and dropped from the Top 50 list. Absent from either list were alcohol and spirit brands.



Millennials participating in the latest study also identified key media traits that transform a high-awareness brand into a beloved brand. Important brand characteristics that matter most to Millennials include High-Quality Products (75%), Would Recommend this Brand (61%), Fits Their Personality (53%), Social Responsibility (40%), Shares Similar Interests (39%) and Says Important Things (31%).



"What these two back-to-back studies reveal is that a form of personalized communication has to be involved before a brand can get recognized. Make me look good, make me feel good and entertain me--mass communication has been supplanted with friendship marketing," said Norty Cohen, founder and CEO of Moosylvania.