MarketCast, a pioneering marketing research firm renowned for enhancing brands’ advertising effectiveness and fostering brand loyalty, has unveiled the much-anticipated results of its 2025 Brand Fandom 50 study. This comprehensive analysis, which surveyed over 20,000 U.S. adults and examined nearly 300 brands over a period of three years, provides a groundbreaking look into the brands that forge profound emotional connections with consumers, and explores how this fandom translates into business resilience and enduring loyalty.
The Power of Fandom in Branding
This year’s Fandom 50 spotlights **Amazon, Google, YouTube, Apple, and Walmart** as the top contenders. These brands excel not just in their offerings, but in how seamlessly they integrate into the daily lives of Americans, becoming essential in areas ranging from shopping to entertainment and everything in between.
Ed Trujillo’s Insight on Brand Fandom
“The strongest brands today aren’t just seen or heard; they’re felt,” says Ed Trujillo, Senior Vice President of Brand Solutions at MarketCast. “Our research indicates that the most successful brands are woven into the very fabric of consumers’ lives. Whether through everyday utility, emotional resonance, or cultural relevance, these brands have embedded themselves in routines, conversations, and communities. This is the hallmark of true brand fandom—when a brand stops being a choice and becomes a necessity.”
Understanding Brand Fandom: A Three-Year Study
For the third consecutive year, MarketCast has studied **162 brands across 21 categories**, focusing on how Brand Fandom influences purchasing behaviors and contributes to robust bottom-line performance. The findings reveal intriguing insights into consumer attachment and brand loyalty.
Key Findings from the 2025 Brand Fandom 50
- Daily Touchpoints Drive Devotion: Top-ranked brands such as **Amazon (#1)** and **Apple (#4)** don’t just deliver outstanding products; they are omnipresent—integrated into consumers’ daily routines, making them indispensable.
- Fandom Equals Business Health: Brands showcasing high fandom scores consistently outperform their peers in purchase intent and emotional connection. Remarkably, two-thirds of the brands studied by MarketCast experienced revenue fluctuations in alignment with their Brand Fandom scores.
- Love Doesn’t Always Mean Trust: While many tech brands receive high marks for affection, trust can be elusive. **Amazon** stands out, ranking #1 in Fandom with an impressive **82% Overall Love** and **74% Overall Trust** ratings.
- Fandom Can Be Cross-Generational: **Chick-fil-A** transcends demographics, ranking in the Top 50 across all age groups and income levels, showcasing the universal appeal of its brand.
- Retail Preferences Shift by Income: Although **Walmart** ranks #5 overall, higher-income consumers lean towards **Costco** and **The Home Depot**, illustrating how perceptions of value shift with financial power.
- Nostalgia, Joy, and Style Still Matter: Iconic brands like **Oreo** (#4 among 35-49 year-olds) with an **83% Overall Love rating**, **Nintendo** (#16 among Gen Z), and **Levi’s** (#5 among Gen Z and Millennials) highlight the enduring power of emotional resonance and classic appeal.
Top 10 Brands by Fandom in 2025 (All Demographics)
1) Amazon
2) Google
3) YouTube
4) Apple
5) Walmart
6) Netflix
7) Coca-Cola
8) Visa
9) Levi’s
10) Samsung
The Resilience of Fandom in Today’s Economy
“Brands that cultivate fandom aren’t just cherished; they’re resilient,” Trujillo adds. “In times of economic uncertainties, their dedicated fans remain loyal, helping brands weather challenges such as market shifts and rising competition. Today, this resilience has never been more crucial.”
A Revolutionary Fandom Measurement Framework
The 2025 Brand Fandom 50 is powered by MarketCast’s Brand Tracking Plus solution, an innovative measurement framework that quantifies and analyzes fandom as a driver of brand strength, equity, and growth.
For the complete Top 50 list and deeper insights, visit MarketCast’s official site.
