By Barry Janoff
November 10, 2015: Nike, adidas, Jordan, Converse, Vans, Under Armour, Puma and ESPN are among the Top 100 brands named as favorites by Millennials in a list that also includes technology, travel, entertainment and fashion.
Apple leads all brands, followed by Nike, Samsung, Sony, Microsoft, Target, Amazon, Google, Walmart and Coca-Cola in the Top Ten, according to just-released survey from digital ad agency Moosylvania, which specializes in Millennial consumer marketing.
Moosylvania said the survey was conducted among some 3,500 Millennial consumers — defined as those born between 1980–2002 — over the past three years.
"Our research over the three-year period shows the top brands that continue to perform well for this group are resilient with their marketing efforts," Norty Cohen, CEO for St. Louis-based Moosylvania, said in a statement.
"These brands are entertaining their consumers and making them feel or look good," Cohen said. "Making the list doesn't necessitate a large ad budget either. It's more about what the brand does and how it makes the connection with the consumer. Creative, emotion-driven marketing enables any size company to drive product awareness with millions of consumers in real-time."
The survey is good news for Nike, which came in at No. 2 and saw its Jordan Brand division rank at No. 14.
Adidas (13), Converse (18), Vans (27) and Under Armour (30) also had strong showings among the Millennials surveyed.
ESPN finished at No. 87, perhaps not the result that the self-proclaimed "worldwide leader in sports would have wanted," especially considering that the Top 100 was strong on entertainment.
"Entertainment provides a natural opportunity for a brand to connect as shareable content," said Cohen. "These cohorts are marketing themselves, and when a brand doesn't take itself too seriously but instead provides fun that can be shared, it works."
Among the other findings, 30% of consumers told Moosylvania they'll share branded content if they like it., that filter is ultimately how their friends and family learn about other brands and that endorsement is key.
However, Millennials said they wanted to see no more than 10% branded contention their social feeds.
According to Cohen, so the challenge for brands "is to produce the right shareable content that can include apps, videos or participatory games and contests," for example.
"Ultimately, we're measuring loyalty — and we get there by being genuinely who these consumers can and want to relate to," Cohen said.
Top 25: Apple, Nike, Samsung, Sony, Microsoft, Target, Amazon, Google, Walmart, Coca-Cola, Nintendo, Forever 21, adidas, Jordan, Pepsi, Starbucks, American Eagle, Converse, Ford, LF, Disney, Hot Topic, Old Navy, Kohl's, Victoria's Secret.
See the Top 100 here.
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