Which Brands Have the Most Loyal Customers?

Many companies will do anything they can to get insights into what compels customers to make their purchasing decisions. From analyzing customer behavior and market research to website analytics, learning about customers can provide valuable information to increase sales. Brand loyalty is also a very important aspect of successful marketing. Positive experiences with a brand can lead to continued patronage, so many companies focus on fostering positive feelings and interactions between them and their customers.

The team at Qualtrics looked at brand loyalty data to visualize how customer perception of top brands has changed through the years. See which companies consistently rank highly!

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Brands with the most loyal customers

In 2023, the company that ranked first in brand loyalty was Apple. Apple has been in the top spot since 2022, overtaking Amazon, which had held that position for several years. The company was founded in 1976 by Steve Jobs, Steve Wozniak, and Ronald Wayne. It is currently the ninth-biggest company in the world by revenue. Apple has more than 28% of the mobile phone market share, and studies have shown that many current iPhone users plan on purchasing another iPhone in the future.

Amazon is second on the list after ranking first for many years. Amazon was founded in 1994 by Jeff Bezos and is the fourth-biggest company in the world ranked by revenue. Largely due to its Amazon Prime service, Amazon has an incredible amount of brand loyalty from customers. Benefits of the service, like free two-day shipping, video streaming, and Prime Day sales, keep customers coming back to Amazon day after day.

The third company on the list is Domino’s. The popular pizza company has been in business since 1960 and is the biggest pizza chain in the United States ranked by revenue. Domino’s has put considerable work into their customer loyalty program to show appreciation for their devoted patrons.

How is brand loyalty ranked?

A lot goes into how customer brand loyalty is rated. Many studies have shown that customer loyalty is more emotional than rational, and customers’ expectations of companies rise every year. Emotional brand engagement is ultimately what keeps customers loyal, bringing them back time and time again.

The companies with the most brand loyalty

The following are the companies with the most loyal customers through the years:

2019

Amazon - Online Retail
Google - Search Engines
Samsung - Smartphones
Amazon - Tablets
Apple - Tablets
Netflix - Video Streaming
Amazon - Video Streaming
Apple - Smartphones
Trader Joe’s - Natural Foods
Hyundai - Automotive
Twitter - Social Networking
WhatsApp - Instant Messaging
Chick-fil-A - Fast Casual Restaurants
Dunkin' - Coffee
Domino's - Pizza
Ford - Automotive
Nike - Athletic Footwear
Discover - Credit Cards
Avis - Car Rental
Toyota - Automotive
PayPal - Online Payments
Instagram - Social Networking
iTunes - Video Streaming
Facebook - Social Networking
Apple - Computers

2020

Amazon - Online Retail
Netflix - Video Streaming
Amazon - Video Streaming
Apple - Smartphones
Domino's - Pizza
Google - Search Engines
Disney+ - Streaming Video
Home Depot - Retail Home Improvement
WhatsApp - Instant Messaging
Samsung - Smartphones
Instagram - Social Networking
Nike - Athletic Footwear
PayPal - Online Payments
Amazon - Tablets
Apple - Tablets
Discover - Credit Cards
YouTube - Social Networking
Hyundai - Automotive
Hulu - Video Streaming
Trader Joe’s - Natural Foods
UPS - Delivery
eBay - Online Retail
Whole Foods - Natural Foods
Zappos - Online Retail
FedEx - Delivery

2021

Amazon - Online Retail
Apple - Smartphones
Netflix - Video Streaming
Domino's - Pizza
Amazon - Video Streaming
Disney+ - Streaming Video
Google - Search Engines
WhatsApp - Instant Messaging
Instagram - Social Networking
Nike - Athletic Footwear
Home Depot - Retail Home Improvement
Discover - Credit Cards
PayPal - Online Payments
Samsung - Smartphones
Apple - Tablets
YouTube - Social Networking
Hyundai - Automotive
Hulu - Video Streaming
UPS - Delivery Services
Trader Joe’s - Natural Foods
TikTok - Social Networking
Dunkin' - Coffee
Amazon - Tablets
FedEx - Delivery Services
Purell - Hand Cleaners

2022

Apple - Smartphones
Amazon - Online Retail
Domino's - Pizza
Disney+ - Streaming Video
TikTok - Social Networking
Pfizer - Pharmaceuticals
WhatsApp - Instant Messaging
Netflix - Video Streaming
Google - Search Engines
Amazon - Video Streaming
Nike - Athletic Footwear
MSNBC - Cable News
Discover - Credit Cards
Apple TV - Streaming Video
Instagram - Social Networking
Home Depot - Retail Home Improvement
Samsung - Smartphones
Dunkin' - Coffee
Hyundai - Automotive
Apple - Tablets
YouTube - Social Networking
PayPal - Online Payments
Hulu - Video Streaming
UPS - Delivery Services
Toyota - Automotive

2023

Apple - Smartphones
Amazon - Online Retail
Domino's - Pizza
Netflix - Video Streaming
TikTok - Social Networking
Nike - Athletic Footwear
WhatsApp - Instant Messaging
Samsung - Smartphones
Amazon - Video Streaming
Apple TV - Streaming Video
YouTube - Social Networking
Discover - Credit Cards
Disney+ - Streaming Video
Dunkin' - Coffee
Hyundai - Automotive
MSNBC - Cable News
Google - Search Engines
Home Depot - Retail Home Improvement
Apple - Tablets
Trader Joe’s - Natural Foods
Hulu - Video Streaming
Toyota - Automotive
UPS - Delivery Services
PayPal - Online Payments
Fox - TV News

Data sources:

Which brands have the most loyal customers?