Trader Joe’s, Lego, Bath & Body Works among American’s ‘most loved’ brands

Marianne Wilson
Editor-in-Chief
happy customer
The analysis ranks brands on net positive conversations happening offline and online.

A regional grocery powerhouse is the brand most positively talked about in offline conversations — ahead of more than 650 brands across all consumer categories.

Trader Joe’s and Lego took the top two spots in the offline ranking of data and analytics firm Engagement Labs’ sixth annual “TotalSocial Most Loved Brands” study. The analysis ranks the most loved brands based on positive conversations about the brand happening offline (via face-to-face conversations, phone, emailing, texting — or any channel other than posting on social media).

The study also ranks the most loved brands in online (social media) talk, with American Family Insurance and beauty retailer Lush coming out on top.

“Consumers are passionate about brands, and this generates brand talk,” said Steven M Brown, president of Engagement Labs. Our TotalSocial data reveals the importance of earning positive talk and recommendations from consumers goes beyond connecting with them and delivering great experiences – brands that deliver become beloved.”

• Trader Joe’s is a consistent winner on the TotalSocial Most Loved Brand awards with a

sentiment score of 91 and the retailer enjoys a significant competitive advantage. Other supermarkets lag behind at quite a distance earning scores well below Trader Joe’s, including H-E-B (77), Aldi (68), Food Lion (63) and Publix (61).

The beauty and personal care category stood out for high net sentiment offline and online, winning a total of nine spots for positive conversations: Olay, Dove Men+Care, Dove and Bath & Body Works for offline conversation, while Lush, Clean & Clear, Urban Decay, Clinique and Avon garnered top spots for online.

Charles Schwab’s improvement in offline brand love grew the most last year than any other top brands with 126 rank change. While Sam’s Club rank change increased by 65 moving up to the fourth position for online most loved brands. 

Engagement Labs said its 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 Engagement Labs’ data and analytics, these consumer conversations drive 19% of all purchases.

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