Amazon, WordPress, and Google are the top-3 most trusted SMB brands in North-America, according to the Q1 2017 SMB Trust Index recently released by SMB brand ranking platform Alignable. The Computer and Apps product and services category, which includes Apple, Google Apps, and Dropbox, was rated the number 1 category. The SMB Trust Index ratings are based on Net Promoter Score™ survey data compiled from 23,000 small businesses in North-America. To compile the survey data Net Promoter asked small business owners how likely they would recommend a brand to a fellow business owner.
In view of the last ratings, which that were released in November 2016, there is a fair degree of instability in the ratings. In the Q1, 2017 ratings Amazon, WordPress and Google maintained their top-3 overall positions, while Apple and FedEx entered the top-5 for the first time. Email marketing service provider Mailchimp and Instagram dropped out of the top-10. Pinterest and Facebook were ranked in positions 19 and 20, respectively.
One of the more interesting observations from the rating report is that less than half (44%) of the brands that were rated earned positive brand sentiment from business owners. Many of the well-known digital marketing brands, including Angie’s List (lead generation), Marketo (marketing automation), Thumbtack (lead generation), YP (local listings and data management), Web.com (websites), Yext (digital marketing), and ReachLocal (digital marketing) were ranked near the bottom of the 80+ brands list, with half a star out of 5 stars.
Brand Category Satisfactory Ratings
The Alignable SMB Trust Index currently includes 80+ brands, classified across 22 different categories. Each category has brand winners and losers and it is interesting to see which categories make it into the top-5, based on their average score. The Computers and Apps category, which includes Apple, Google Apps and Dropbox, was rated the #1 brand category with an average score of 30, followed by Office Supply (Amazon, UPS and FedEx), Money and Banking (Authorize.net, PayPal and Square), Social & Digital Marketing (Google, Facebook and LinkedIn) and Email Marketing (Mailchimp and ConstantContact). Amazon was listed in the office supply category probably because most of its revenue ($32.04 billion in Q1 2017) comes from its traditional online retail business and not AWS ($3.66 billion in Q1 2017).
Morning Consult Brand Ratings
Amazon and Google also made it in the top-3 spots of the latest brand ratings report from market research firm Morning Consult. The only other tech brand that ranked within the top-10 was Google’s YouTube, placing at number 7 in the rankings. We assume that Amazon’s was ranked as a retail brand and not as web services company. The vast majority of brands ranking in Morning Consult‘s top-10 brand rankings were established American companies, including food companies Campbell and Hershey, ranked at position 5 and 7, respectively. Other top 10-finishers included UPS, FedEx, Sony, Home Depot and Lowe’s. The Morning Consult brand rankings were based on nearly 200,000 online interviews conducted with adults across the United States. Between 10,000 and 35,000 adults rated each brand, across 27 brands, between January and April 2017.