These are brands that Americans have the most favorable opinion of, as determined by net favorability.
The Index is based on four metrics:
Favorability Score: The percentage of consumers with a favorable opinion of the brand.
Trust Score: The percentage of consumers who trust the brand to do the right thing.
Community Impact Score: The percentage of consumers who say the brand has a positive impact on their local community.
Net Promoter Score: Consumers are asked on a scale of 1-10 how likely they would be to promote a given brand. The NPS is determined by subtracting the percentage who said 0-6 from the percentage who said 9 or 10.
Each one of these numbers was added together in order to determine the index score. For example, brand X:
79.1% of consumers have a favorable opinion
58.7% of consumers say band X has a positive community impact
68.3% of consumers trust brand X
55.8 is the Net Promoter Score for brand X
79.1 + 58.7 + 68.3 + 55.3 = 261.9 (brand X final index score)
In 2020, the United States Postal Service won the race to be the the most loved brand by consumers in The United States. That year USPS got a net favorability score of points. Google ranked second in 2020, with a net favorability score of points.
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Morning Consult. (July 30, 2020). Most loved brands by consumers in the United States in 2020, by net favorability score [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 16, 2026, from /statistics/995767/consumers-most-loved-brands-us/
Morning Consult. "Most loved brands by consumers in the United States in 2020, by net favorability score." Chart. July 30, 2020. ÌÇÐÄÆƽâ°æ. Accessed July 16, 2026. /statistics/995767/consumers-most-loved-brands-us/
Morning Consult. (2020). Most loved brands by consumers in the United States in 2020, by net favorability score. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 16, 2026. /statistics/995767/consumers-most-loved-brands-us/
Morning Consult. "Most Loved Brands by Consumers in The United States in 2020, by Net Favorability Score." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 30 Jul 2020, /statistics/995767/consumers-most-loved-brands-us/
Morning Consult, Most loved brands by consumers in the United States in 2020, by net favorability score ÌÇÐÄÆƽâ°æ, /statistics/995767/consumers-most-loved-brands-us/ (last visited July 16, 2026)
Most loved brands by consumers in the United States in 2020, by net favorability score [Graph], Morning Consult, July 30, 2020. [Online]. Available: /statistics/995767/consumers-most-loved-brands-us/
