Mattel has climbed Brand Keys' loyalty rankings, thanks to Barbie buzz.
Score another one for Barbie. The Mattel-owned brand has made huge strides when it comes to brand loyalty, according to a new report, which also found that Twitter’s rebrand to X has not gone over so well with consumers.
The Loyalty Leaders report, from New York-based loyalty and engagement research firm Brand Keys, used consumer surveys to rank 100 brands by loyalty using a methodology that measures emotional and rational aspects of each consumer’s decision process.
Mattel, which continues to reap marketing benefits from the “Barbie” movie, “got a loyalty ‘bounce’ of 46 spots, moving from 88 last year to 42 this year,” said Brand Keys Founder and President Robert Passikoff in a statement, noting that the movie and “its emotive influence on consumer-engagement and loyalty was readily apparent at the box office and for the brand.”
Read more: ‘Barbie’ is the marketing marvel of the summer
X, the app formerly known as Twitter, fell the most among brands analyzed in the annual survey, from 47 to 92. The report cited the rebranding to X as a primary reason for the fall. “Consumers clipped X’s loyalty wings,” Passikoff said.
“These assessments identify consumers’ desires and how they see brands meeting, or failing to meet, their expectations; essentially, why they’re loyal,” Passikoff said.
The top three brands—Apple, Amazon and Domino’s—remained unchanged from last year. There was, however, plenty of movement among the streaming brands surveyed.
Netflix jumped from eighth place to fourth, while Apple TV moved from 14th to 10th. But Disney+ fell to 13th from fourth, while Paramount+ dropped from 55th to 61st. The divergent trends are indicative of broader trends in the streaming industry—Apple TV had a major hit on its hands with “Ted Lasso,” and also had the fortune of starting its new deal with MLS just as Lionel Messi joined the league.
Read more on the Messi marketing effect
YouTube, ranked 11th after placing 21st last year, has drawn attention of late as its first season of carrying NFL’s “Sunday Ticket” begins, which it has supported with aggressive marketing.
Also read: How YouTube is plotting the future of video
New brands cracking the top 100 include ChatGPT (49), Delta Airlines (60) and Colgate (64). Brands with the biggest drops include Spotify (62nd to 83rd), Old Navy (43rd to 59th) and Whole Foods (31st to 44th). Brands with the largest loyalty-list gains included Tito’s (87th to 34th), T.J. Maxx (86th to 54th), L’Oreal (97th to 70th), American Express (54th to 35th) and Ford (59th to 40th).
