What does it take to become a beloved brand in 2025? According to MarketCast’s latest Brand Fandom study, it goes far beyond awareness or one-time purchases; it’s about emotional connection, trust, and showing up repeatedly and consistently in people’s lives.
For the third year in a row, MarketCast surveyed more than 20,000 U.S. adults to understand what drives real, lasting brand fandom. This year’s report analyzed 162 brands across 21 categories using our proprietary Brand Fandom Model. Here’s a look at the Top 50 brands Americans love, trust, and can’t live without.
The Top 10 Brands for Fandom
Leading the pack are household names that show up across multiple touchpoints in consumers’ lives: Amazon, Google, YouTube, Apple, Walmart, Netflix, Coca-Cola, Visa, Levi’s, and Samsung. These brands holistically meet the needs of consumers, becoming part of everyday routines, conversations, and communities.
Brands like Amazon (#1) and Apple (#4) win with consumers by delivering convenience, entertainment, and utility across a wide range of services and devices.
The State of Love and Trust
As part of its annual Brand Fandom study, MarketCast also measured how much consumers love and trust their favorite brands. While Tech brands like YouTube and Google spark strong emotional connections, their trust scores tend to lag. Amazon breaks the trend, earning both high Overall Love (82%) and Overall Trust (74%) ratings.
Speaking of love, some of the most beloved brands prove that nostalgia, comfort, and pure joy still win hearts. Oreo dunked its way into the hearts of 35-49 year olds with a #4 Fandom score and 83% Overall Love rating. Nintendo scored among game-loving Gen Z with 82% Overall Love and #16 Fandom score, while Netflix shot to the top among 50-64 year olds (#1) and an Overall Love rating of 78%.
Other Fan-Favorite Standouts
- The Home Depot (#11 for Fandom): Proof that helpful staff and reliable products build trust and loyalty.
- Chick-fil-A (#24 for Fandom): One of the few QSR brands with cross-generational appeal, landing in the Top 50 across every demographic.
- Hilton (#28 for Fandom) and Marriott (#48 for Fandom): While not dominating the leaderboard, their presence underscores the staying power of trusted hospitality brands in an experience-driven category.
The 2025 Brand Fandom 50 was powered by MarketCast’s Brand Tracking Plus solution, the first measurement framework designed to quantify and diagnose fandom as a driver of brand strength, equity and growth.
For the full Top 50 list and deep dive insights, visit https://marketcast.com/brand-fandom-2025/.
For more insights or to view your brand’s Fandom Score, contact us: