Which are the most beloved brands by consumers? The latest study 2025 Brand Fandom 50, conducted by MarketCast, a leading marketing research firm, answers that question. The report is based on a comprehensive three-year study surveying more than 20,000 adults in the United States and evaluating nearly 300 brands from various sectors.

The conclusions from the Brand Fandom ranking are clear: the most successful brands don’t just sell — they emotionally connect. And in a competitive environment, that makes all the difference.

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What does the 2025 Brand Fandom study measure?

The Brand Fandom 50 study is designed to identify how deeply a brand integrates into people’s lives, assessing its ability to generate love, trust, and loyalty. This edition highlights the 50 brands that have managed to build an authentic fandom, translating into resilience during crises, stronger purchase intent, and long-term consumer loyalty.

“Consumers no longer just see or hear brands, they feel them. The brands that lead the ranking have stopped being an option and have become a constant in everyday routines. That is the hallmark of true fandom,” stated Ed Trujillo, SVP of Brand Solutions at MarketCast.

Which brands top the list of most loved?

The 10 most loved brands by consumers in 2025, according to MarketCast, are:

1. Amazon
2. Google
3. YouTube
4. Apple
5. Walmart
6. Netflix
7. Coca-Cola
8. Visa
9. Levi’s
10. Samsung

These brands dominate categories such as retail, technology, entertainment, and mass consumption, and share one common trait: they are present daily in the lives of millions.

Amazon, the brand with the strongest fandom

Amazon is not just the e-commerce giant. According to MarketCast data, it is the brand with the strongest fandom of the year, reaching 82% in overall love and 74% in trust. Its presence spans from package delivery to streaming services, tech devices, and voice assistants.

How does fandom influence marketing and business health?

One of the study’s most significant findings is that fandom has a direct impact on financial performance. According to MarketCast, two-thirds of the analyzed brands experienced revenue fluctuations aligned with their level of fandom. This proves that emotional marketing is not just a creative resource but an effective business strategy.

“Brands that build a fan base are not only loved, but also resilient. They are better equipped to withstand economic shifts, price pressures, and growing competition because their fans support them through it all. In today’s economic uncertainty, this has never been more important for brands,” he explained.

What role do emotions and nostalgia play?

The emotional bond is key in this ranking. Brands like Oreo, Nintendo, and Levi’s stand out not only for their products but for what they emotionally represent. For example, Oreo ranks fourth in fandom among people aged 35 to 49, with an 83% overall love rating. Meanwhile, Nintendo holds a privileged position among Gen Z, with an 82% overall love score.

Which brands resonate across generations?

The study also shows that some brands transcend generational barriers. Chick-fil-A, for instance, appears in the Top 50 across all age and income groups, showcasing a deep and wide-reaching connection.

This insight is especially valuable for marketing strategies aiming to expand customer bases without losing brand consistency.

Walmart, the most beloved in retail

Although Walmart ranks number 5 overall, the study reveals that high-income consumers tend to prefer brands like Costco or The Home Depot.

The 50 most beloved brands according to MarketCast’s Brand Fandom

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