Notes: Millennials (18-34) can have higher brand loyalty than other generational cohorts, says Brand Keys, but only if their expectations are met. According to newly-released rankings from Brand Keys, Apple is currently the most engaging brand among Millennials, followed closely by Nike, with Chipotle, Target and Amazon rounding out the top 5.
Brand Keys also notes that youths’ brand decisions continue to swing more towards the emotional than the rational (80:20 ratio).
Related: US Brand Buzz Rankings in H1 2015
About the Data: The Brand Keys rankings are based on an assessment of 12,300 Millennial consumers in 63 categories.
A brand’s engagement score is the degree to which it meets expectations against a consumer-generated category-specific ideal. That ideal is itself based on path-to-purchase drivers that are distinct for each category. By ranking brands against their category ideals, the study is able to then generate cross-category rankings.