131 Branding Statistics You Must Know: 2021/2022 Market Share & Data Analysis

Marketers vie hard to get heard and stand out in an ocean of branding communications. As a result, more techniques have found their way into this discipline. Branding evolves at a very rapid pace as the world gets more connected. For marketers to keep up, they need a steady stream of marketing news and branding statistics.

In this article, we will present and discuss relevant branding facts and statistics for marketers today. This includes the pre-pandemic state of the branding industry and practice. Also, we will look into the current state of affairs, best practices, and where the current trajectory of brand marketing will lead us in the future. This includes evergreen facts and principles in the branding world.

key branding statistics

Brand Trust in the Midst of the Pandemic

In 2019, it was found that consumers want brands to be ethical. Not doing the right thing can be a deal-breaker or a deciding factor in their purchase decisions. In fact, 81% of consumers said that they must be able to trust a brand to do what is right. And, in the midst of the coronavirus outbreak, this notion has remained.

  • 78% – consumers who believe that businesses should ensure that their employees are safe from the virus at work and that they should not spread the virus into the larger community. (Edelman, 2020)
  • 63% – workers who would like employers to share information about the virus at least every day. (Edelman, 2020)
  • 62% – consumers who believe that their countries will not make it through the crisis if brands don’t play a critical role in addressing challenges. (Edelman, 2020)
  • 55% think that brands are responding more quickly and effectively than their governments. (Edelman, 2020)
  • 33% of global consumers say that they have convinced other people to stop using a brand that they feel was not acting appropriately in response to the outbreak. (Edelman, 2020)
  • 27% of US consumers say that they have convinced other people to stop using a brand that they feel was not acting appropriately in response to the outbreak. (Edelman, 2020)
  • 90% of global consumers want brands to protect their employees and suppliers at all costs. This means taking care of their well-being and financial security until the pandemic ends. This is regardless of the losses they make. (Edelman, 2020)
  • 89% of US consumers want brands to protect their employees and suppliers at all costs. This means taking care of their well-being and financial security until the pandemic ends. This is regardless of the losses they make. (Edelman, 2020)
  • 89% of consumers want brands to shift to products that help people meet challenges. (Edelman, 2020)
  • 89% of consumers believe that brands should offer free or lower-priced products to high-risk people, health workers, and those whose jobs were affected by the pandemic. (Edelman, 2020)
  • 54% of global consumers do not pay attention to new products unless they were designed to help them cope with the challenges posed by the pandemic. (Edelman, 2020)
  • 90% of global consumers want brands to partner up with the government to address the pandemic. (Edelman, 2020)
  • 86% of global consumers expect brands to be a safety net and fill gaps the governments have in response to the pandemic. (Edelman, 2020)
  • 84% want brands to be reliable new sources about the virus and the progress of the fight against them. (Edelman, 2020)
  • 85% of global consumers want brands to be educators and help let people understand the virus and how to protect themselves from it. (Edelman, 2020)
  • 83% of people want brands to connect people to help them stay emotionally close. (Edelman, 2020)
  • 57% want brands to stop any advertising that is humorous or too lighthearted in tone. 22% need this from brands to earn or keep their trust. 35% hope brands will do this but believe they have no obligation. (Edelman, 2020)
  • 65% of global consumers say that how well a brand responds to the pandemic will have a huge impact on the likelihood to buy in the future. (Edelman, 2020)
  • 71% of global consumers perfectly agree that brands that place their profits over people during the pandemic will lose their trust forever. (Edelman, 2020)

Source: Edelman, 2020

US Branding Facts and Statistics: Volatile Reputation

Global branding market research shows a very volatile battle for brand perception ranking. As you already know, companies are not the only ones that find it hard to maintain a good brand reputation. This involves other organizations as well, such as government agencies, cities, and even people. Below, you will find branding market size and other statistics on how businesses have performed in the past few years.

Fickle Brand Relationships

  • 42% of US consumers walk away from brands because of frustrations. (Accenture)
  • 21% of US consumers never come back after walking away from brands. (Accenture)

Pre-Pandemic Brand Performance

  • Wegman’s Food Market has the best brand reputation in 2015 and 2019. (Accenture)
  • Amazon is the second most reputable company in 2015 and 2019. (TitleMax, 2020)
  • Also, Amazon is the most reputable company from 2016 to 2017. (TitleMax, 2020)
  • The third most reputable company in 2019 is Patagonia. (TitleMax, 2020)
  • Samsung dropped from the third most reputable company in 2015 to 35th in 2018. (TitleMax, 2020)
  • Samsung rose from 35th in 2018 to become the 7th most reputable company in 2019. (Harris Poll, 2019)
  • Sony improved from 31st ranking in 2018 to become the 10th most reputable company in 2019. (Harris Poll, 2019)
  • Proctor & Gamble improved 12 spots from 20th in 2018 to 8th in 2019. (Harris Poll, 2019)
  • UPS is the most trusted brand in 2019. (Harris Poll, 2019)
  • Facebook ranks 96th in trustworthiness among 100 brands. (Harris Poll, 2019)
  • The US government ranks 1st as the most untrustworthy brand in 2019. (Harris Poll, 2019)

The Changing Preferences of Consumers and Marketers Amidst the Pandemic

  • Since the COVID-19 outbreak, 44% of consumers increased online shopping. Around 8% are now making daily online purchases. (OpenX Technologies, 2020)
  • 39% of marketers added to their ecommerce offerings since the outbreak. (OpenX Technologies, 2020)
  • 74% of marketers claim that their online sales increased since the outbreak. (OpenX Technologies, 2020)
  • 40% of marketers proactively made efforts to have their brands not associated with COVID in any way. However, 80% of consumers claimed that having a brand next to a story would have no impact, or actually may have a positive impact. (OpenX Technologies, 2020)
  • 74% of marketers claimed that they have made changes during the outbreak that will continue even when the pandemic is over. A good 56% claim that they will continue to focus more on digital channels. (OpenX Technologies, 2020)
  • 74% of consumers are reading and watching the news more after the outbreak. 68% of marketers claimed to have altered their strategies to capitalize on this development. (OpenX Technologies, 2020)
  • 82% of marketers believe that consumers want brands to acknowledge social justice issues. However, only 46% of customers actually want this. (OpenX Technologies, 2020)
  • 52% of marketers who acknowledge or took action around the George Floyd incident claimed that their brand actions had a positive impact. Only 7% said that their actions had a negative impact. (OpenX Technologies, 2020)

Best Brands on Social Media (Facebook) in 2020

  • 214.62 million – Facebook. (Trackalytics, 2020)
  • 159.82 million – Samsung (Trackalytics, 2020)
  • 106.96 million – Coca-Cola (Trackalytics, 2020)
  • 84.35 million – YouTube (Trackalytics, 2020)
  • 79.85 million – McDonald’s (Trackalytics, 2020)
  • 71.48 million – Candy Crush Saga (Trackalytics, 2020)
  • 65.79 million – Criminal Case (Trackalytics, 2020)
  • 63.57 million – Texas HoldEm Poker (Trackalytics, 2020)
  • 63.46 million – Netflix (Trackalytics, 2020)
  • 60.26 million – Instagram (Trackalytics, 2020)
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Changing Expectations from Brands During the 2020 Pandemic

Changing Expectations from Brands During the 2020 Pandemic
of marketers made changes to strategy due to COVID-19 that will continue after the pandemic: 74

of marketers made changes to strategy due to COVID-19 that will continue after the pandemic

Changing Expectations from Brands During the 2020 Pandemic
of marketers avoided their brands associated with COVID-19: 40

of marketers avoided their brands associated with COVID-19

Changing Expectations from Brands During the 2020 Pandemic
of marketers believe that consumers want brands to acknowledge social justice issues: 82

of marketers believe that consumers want brands to acknowledge social justice issues

Changing Expectations from Brands During the 2020 Pandemic
of consumers want brands to acknowledge social justice issues: 40

of consumers want brands to acknowledge social justice issues


Source: OpenX Technologies, 2020

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Customers want brands and public entities to share their values. In other words, they support entities that they can relate to and get behind on. Corporate social responsibility is of utmost importance in today’s social milieu. Of course, big brands can benefit from rebranding, but this should be authentic. It should not stop at just tweaking your logo or incorporating social issues into your ads. Customers can smell fake from miles away. It is also important that branding is consistent across all channels and, in this regard, companies can benefit from digital asset management software.

B2C Branding Facts and Statistics: Towards Brand Activism

In the previous section, the entries apply more to business-to-consumers (B2C) companies than to business-to-business (B2B) companies. Of course, they will have their overlaps, but there is no disputing that B2C companies get more of the limelight than B2B companies. They take up more advertising budgets. As a result, they also own the biggest slice of branding market shares. As a result, they are more well known to the public. Thus, they are more often made liable for breaching values. In the last few years, we have experienced the rise of consumer activism in B2C branding. Here are the relevant facts and statistics:

  • 66% of consumers are willing to pay more for products from more socially responsible companies. (Interbrand)
  • Brands that set out to improve the quality of life outperform the stock market by 120%. (Interbrand)
  • Only 14% of customers defect to other brands because of low product quality. (Interbrand)
  • However, 68% of customers defect because of perceived staff indifference. (Interbrand)
  • 70% of buying experiences are based on how customers are being treated. (Interbrand)
  • 74% of over-performing companies, in terms of revenue growth, create customer experiences based on data-driven insights. (Interbrand)
  • 62% of US consumers want brands to take a stand on social issues like sustainability and fair employment practices (Accenture)
  • 48% of US consumers complain about a brand’s words or actions. (Accenture)
  • 63% of US consumers believe their words and actions on social media can influence a brand’s reaction. (Accenture)
  • 65% of consumers activists believe that CEOs have a responsibility to speak up about important social issues (KRC Research)
  • 69% of female consumer activists insist on CEO engagement with social issues. (KRC Research)
  • While only 59% of male consumer activists insist on CEO engagement. (KRC Research)
  • Since adopting social causes for their brands, half of Unilever’s growth comes from brands with purposes. Brands with purpose experienced 30% growth compared to without. (WARC)

customer activism in the US

Moving forward, brands may need to adopt a socially responsible stance. Also, they have to have a warm personality to go with it. They also have to be in digital touchpoints and invest in technology such as live chat software, among others, to enhance connectivity. A healthy technology stack is quite useful. More importantly, customers smell inauthenticity, so branding shouldn’t just stop with communications. On the contrary, it should be ubiquitous in all brand activities. Talk the talk and walk the walk.

B2B Branding Statistics: Towards Partnerships

Again, B2B branding is somewhat similar to B2C branding. This is especially so in principles. Why? Everything falls towards value sharing. Although they may be similar in this regard, they too are quite different in practical terms. For one, B2C branding is arguably more laborious and takes a more “mass communications” approach. In contrast, B2B branding is more personal. The trajectory appears to be moving towards a more personalized approach. In a way, B2B customers demand more of suppliers’ support. It’s because B2B purchasing, especially in the SaaS market, follows a subscription scheme.

Long-Term Trends Towards Brand-Customer Partnerships

  • 47% of B2B companies in 2017 planned to increase expenditures to personalize services. (SiriusDecisions)
  • In 2017, 26% of B2B buyers were from the IT industry, 19% come from the manufacturing industry, 16% from the financial services industry and 9% come from the healthcare industry. (SiriusDecisions)
  • 78.4% of US B2B buyers used Amazon Business to research and purchase B2B products. (eMarketer, 2019)
  • Also, 36.5% of US B2B buyers used Alibaba to research and purchase B2B products. (eMarketer, 2019)
  • B2B leaders believe that customer experience (CX) is crucial to their strategic priorities. (Forbes, 2019)
  • 92% of marketers believe personalization improves the brand. (Salesforce, 2019)
  • 72% of B2B executives believe that customers want them to create tailored solutions to address specific needs. (Accenture)
  • 84% of all B2B executives with CX mastery believe customers expect them not only to understand their needs but also to help them develop and sell relevant solutions to end-users. (Accenture)
  • 89% of B2B executives with CX mastery feel their CX investments give them a clear competitive advantage. (Accenture)
  • Only 60% of B2B companies that are laggards believe that CX is directly linked to business results while 91% of CX masters do, 2017. (Accenture)
  • Less than 30% of B2B customers report excellent customer experience in 2018. (Salesforce)
  • 72% of B2B customers expect personalization and engagement. (Salesforce)
  • While 67% of B2B customers have switched vendors for better CX. (Salesforce)
  • 78% of business buyers find salespeople acting as trusted advisors with industry knowledge and understand their needs. (Salesforce)

Why must brands take customer experience seriously?

Creating Fruitful Partnerships

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Source: Salesforce

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Yes, branding also involves choosing what color to use for your new logo. Of course, it involves a rocking tagline and having shared values. Branding encompasses everything in the company. It should permeate every process and every experience. Digital tools such as customer experience management software can take loads of the burden for this one. However, branding is all about the personification of businesses as a helpful friend. B2B customers want their suppliers to understand what they and their end-users need. They need partners to help them become successful in whatever it is they do. Furthermore, B2B and B2C branding strategies seem to blur at the level of principles. Creating unique customer experiences around this ethos seems to be the next evolution of branding.

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Branding for Millennials: Catering to Digital Natives

Branding and millennials are the newest partners in businesses. Millennials are the new B2B and B2C buyers. These digital natives are coming into the workforce. And they are coming in hot. They have money to spend. Also, they get to make important purchasing decisions in their respective workplaces. Here are some relevant data you can leverage for branding and Millennials.

  • 84% of consumers claim that experience is as important as product and services. (Salesforce, 2019)
  • 71% of consumers expect brands to communicate in real-time. (Salesforce, 2019)
  • 40% of customers won’t do business if a company can’t use their preferred channel. (Salesforce, 2019)
  • Around 10% of purchases occur away from a brand’s physical store or digital channel (Salesforce, 2019)
  • 35% of the US workforce are Millennials, the largest group. (Pew Research)
  • 59% of consumers believe that companies need advanced technologies to keep their businesses. (Salesforce)
  • 84% of Millennials don’t trust traditional advertising. (Forbes)
  • 85% of vendors believe that they are transparent. (TrustRadius)
  • However, only 37% of Millennial buyers believe that they are honest about their product’s limitations. (TrustRadius)
  • Only 25% of Millennials will buy from brands with labor practices they don’t like. (Morning Consult)
  • 15% of Millennials pay attention to ethical and political matters. (Morning Consult)
  • 29% of Millennials won’t buy from companies with differing political views. (Morning Consult)
  • 24% of Millennials have boycotted a company within the past year. (Morning Consult)
  • 74% of Millennials will lose brand loyalty because of poor customer service. (Morning Consult)
  • 66% of Millennials lose brand loyalty for a company with a wide salary gap between the CEO and the average employee. (Morning Consult)
  • 56% of Millennials would lose loyalty to a brand if the company made a political remark they don’t agree with. (Morning Consult)
  • The top 5 brands that young adults loved in 2018 are more or less digital brands: YouTube, Google, Netflix, Amazon, and Sony. (Morning Consult)
  • 97% of Millennials use the internet. (Pew Research Center)
  • 28% of Millennials are smartphone-only users. That is to say; they don’t have broadband connections at home. So, they access the internet via their phones. (Pew Research Center)
  • 67% of Millennials expect brand offerings to be personalized. (Salesforce)
  • 68% of Millennials are open to the use of AI to improve their customer experiences. (Salesforce)
  • 54% of Millennials trust brands more when they work to protect the environment. (Salesforce)
  • 54% trust brands more when they foster diversity and inclusion in the workplace. (Salesforce)
  • 46% of Millennials and Gen Zers don’t believe that companies have their best interests in mind. (Salesforce)
  • Millennials and Gen Zers, in general, prefer to use digital channels to communicate with companies more than Baby Boomers and Gen Xers. (Salesforce)

evolving brand touchpoints preferences by digital natives

As you can see, trust is the new business imperative. This is where the whole branding effort should revolve around for Millennials. Also, Millennials are more likely to support companies whose brands exude a deep sense of conscience. However, finding a good moral balance within your brand personality can be hard to attain. It is hard to please everyone. But, if Millennials are your target customers. You better get your brand up to speed to their linkings. This goes without saying that you should invest in technologies such as social media monitoring software to keep up with customers’ sentiments.

Top Global and US Brands 2020

The year 2020 has been very interesting, to say the least. There have been winners and losers in business. However, experts when it comes to brand-building and maintenance have not budged considering the pandemic. In this section, we are going to look at the top global brands and US companies that thrived despite the twin crisis of health and economy brought about by the coronavirus.

Top Global Brands 2020 by Brand Value

  • $322,999 million – Apple with +38% growth. (Interbrand, 2020)
  • $200,667 million – Amazon with +60% growth. (Interbrand, 2020)
  • $166,001 million – Microsoft with +53% growth. (Interbrand, 2020)
  • $165,444 million – Google with -1% growth. (Interbrand, 2020)
  • $62, 289 million – Samsung with +2% growth. (Interbrand, 2020)
  • $56, 894 million – Coca-Cola with -10% growth. (Interbrand, 2020)
  • $51,595 million – Toyota with -8% growth. (Interbrand, 2020)
  • $49, 268 million – Mercedes-Benz with -3% growth. (Interbrand, 2020)
  • $42, 816 million – McDonald’s with -6% growth. (Interbrand, 2020)
  • $40, 773 million – Disney with -8% grwoth. (Interbrand, 2020)
  • $39, 756 million – BMW with -4% growth. (Interbrand, 2020)
  • $36, 971 million – Intel with -8% grwoth. (Interbrand, 2020)
  • $35, 178 million – Facebook with -12% grwoth. (Interbrand, 2020)
  • $34, 885 million – IBM with -14% growth. (Interbrand, 2020)
  • $34, 388 million – Nike with +6% growth. (Interbrand, 2020)
  • $34, 119 million – Cisco with +4% growth. (Interbrand, 2020)
  • $31, 720 million – Louis Vuitton with -2% growth. (Interbrand, 2020)
  • $28, 011 million – SAP with +12% growth. (Interbrand, 2020)
  • $26, 060 million – Instagram (new entrant). (Interbrand, 2020)
  • $21, 694 million – Honda with -11% growth. (Interbrand, 2020)

Top Quick Service Restaurant Brands in American Customer Satisfaction Index 2020

  • 84 – Chick-fil-A (ACSI, 2020)
  • 80 – Chipotle Mexican Grill (ACSI, 2020)
  • 79 – KFC, Arbys, Dominos Pizza, Subway, Panera Bread, and Dunkin’ Donuts (ACSI, 2020)
  • 78 – Papa Johns and Starbucks (ACSI, 2020)
  • 77 – Pizza Hut. (ACSI, 2020)
  • 76 – Little Caesar’s, Wendy’s, and Burger King (ACSI, 2020)
  • 74 – Taco Bell. (ACSI, 2020)
  • 73 – Jack in the Box (ACSI, 2020)
  • 70 – McDonald’s (ACSI, 2020)
  • 78 – the average score of American restaurants in the American Customer Satisfaction Index. (ACSI, 2020)

Top 10 Global Brands in 2021 So Far

  • $263.38 billion – Apple (Global 500, 2021)
  • $254.19 – Amazon (Global 500, 2021)
  • $191.22 – Google (Global 500, 2021)
  • $140.44 – Microsoft (Global 500, 2021)
  • $102.62 – Samsung (Global 500, 2021)
  • $93.19 – Walmart (Global 500, 2021)
  • $81.48 – Facebook (Global 500, 2021)
  • $72.79 – ICBC (Global 500, 2021)
  • $68.89 – Verizon (Global 500, 2021)
  • $67.9 – WeChat (Global 500, 2021)

The Future of Branding: Outlook and Statistics

The branding data in the previous sections seem to peg branding into a general trajectory. B2B and B2C lines are now blurred as technology connects everything. The current branding mantra seems to include personalization, customer experience, social responsibility, and ethical considerations. It is all about personifying a brand; to make it as likable and friendly as possible in all touchpoints. Will this continue in the future? Here are some things to consider:

  • 84% of customers state that being treated as a person and not just a “number” is important to winning their business. (Salesforce)
  • An average consumer uses 10 different channels to deal with companies. (Salesforce)
  • 63% of Baby Boomers, 69% of Gen Xers, and 75% of Millennials and Gen Zers deem connected processes important. This means that they prefer a seamless handoff between departments and channels. Also, they want contextualized engagement based on past interactions. (Salesforce)
  • 54% of Baby Boomers, 66% of Gen Xers, and 75% of Millennials and Gen Zers want instant and on-demand engagement. This is very important in winning their business in the future. (Salesforce)
  • B2B customers, 66% of them, expect Amazon-like buying experiences in the future. (Salesforce)
  • Global B2B eCommerce sales have the potential to surpass B2C sales by more than half at $6.6 trillion by 2020. (Frost & Sullivan)
  • US B2B eCommerce has reached $1.1 trillion in sales at the end of 2018, representing 12% of B2B sales, 2019. (Forrester, 2019)
  • US B2B ecommerce will reach $1.8 trillion in sales in 2023, representing 17% of all B2B Sales, 2019. (Forrester, 2019)
  • 71% of customers buy products and services they did not know would exist five years ago. (Salesforce)
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How do customers repay brands that have earned their trust?

Why brands must prioritize trust

How do customers repay brands that have earned their trust?
Become loyal: Become Loyal

Become loyal

Become Loyal
How do customers repay brands that have earned their trust?
Recommend the brand: Recommend the brand

Recommend the brand

Recommend the brand
How do customers repay brands that have earned their trust?
Purchase more products & services: Purchase more products & services

Purchase more products & services

Purchase more products & services
How do customers repay brands that have earned their trust?
Purchase more frequently: Purchase more frequently

Purchase more frequently

Purchase more frequently
How do customers repay brands that have earned their trust?
Spend more money: Spend more money

Spend more money

Spend more money
How do customers repay brands that have earned their trust?
Share brand experiences: Share brand experiences

Share brand experiences

Share brand experiences

Source: Salesforce

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The current trajectory seems to point to an intensification of current affairs. Brands will be forced by consumers to supply their service demands. Not only that, but brands also have to create and curate unique customer experiences. The B2B scene will have to learn from their B2C counterparts. The competition is not all about products and services anymore. Customer support is also a battleground. Furthermore, consumers seem to be keener on social and political issues. Brands are expected to publically tread these perilous waters conscientiously if they should stay relevant.

A New Branding Revolution?

As you can see in this branding report, the future is pointing towards increased personification of brands. It is all about establishing fruitful relationships founded on well-meaning endeavors. That is to say; businesses are not exempted from espousing social values (deemed appropriate by a certain audience segment) and acting on them.

Brands are considered to be human-like and are expected to act like model citizens. As a result, consumer activism may also rise as it is empowered by easy access to digital platforms for expressions.

The brand is not just a logo anymore. It includes all the positive and negative association that comes with the logo. Nowadays, to think that branding is just a business activity is very naive.

Brands are created not just by businesses but also by the customers and critics that join in the conversation. The creation is a network activity of which the business is only a part.

Companies may own the brand legally, but its reputation, which is the associated ideas and feelings with the brand, will always be co-created by the public. This is a truth that must be kept in mind by companies moving forward.

In the words of Mark Schaefer of Schaefer Marketing Solutions, “In the past, a brand is what a company told you it was. Today, a brand is what people tell each other it is. How are you going to insert yourself in these human conversations?”

The problem is not getting in the conversation, but how to put out content to make your brand successful. The course of the evolution of branding was disrupted by the appearance of digital technologies. New cultural preferences and the intensification of some select social values seem to drive it in a new direction.

If we are indeed in the middle of a new branding revolution, where do you stand? Will you be leading it? Or will you lag?



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James Anthony

By James Anthony

A senior FinancesOnline writer on SaaS and B2B topics, James Anthony passion is keeping abreast of the industry’s cutting-edge practices (other than writing personal blog posts on why Firefly needs to be renewed). He has written extensively on these two subjects, being a firm believer in SaaS to PaaS migration and how this inevitable transition would impact economies of scale. With reviews and analyses spanning a breadth of topics from software to learning models, James is one of FinancesOnline’s most creative resources on and off the office.

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FinancesOnline is available for free for all business professionals interested in an efficient way to find top-notch SaaS solutions. We are able to keep our service free of charge thanks to cooperation with some of the vendors, who are willing to pay us for traffic and sales opportunities provided by our website. Please note, that FinancesOnline lists all vendors, we’re not limited only to the ones that pay us, and all software providers have an equal opportunity to get featured in our rankings and comparisons, win awards, gather user reviews, all in our effort to give you reliable advice that will enable you to make well-informed purchase decisions.