Amazon has been named the most desirable brand in the US according to a study by Clear, part of M&C Saatchi group, into why we love the brands we love.
Reese’s, Disney, Chobani and Ben & Jerry’s completed the top five.
The biggest risers on the list include IKEA, Harley Davidson, and jeans brand 7 for All Mankind, while the biggest brands to drop down on the list include Sephora, Apple and Sony.
Pinterest was the only social media company to feature in the top 20, and was named the 11th most admired brand.
Aiming to identify what creates, destroys and sustains Brand Desire, the study analysed three years of data compiled from over 60,000 consumers on more than 900 brands in six countries.
James Osmond, Clear's CEO commented on the report: "In this year's study we have investigated the relationship between desirability and commercial performance more thoroughly than ever before, uncovering exactly how brand owners can best leverage the drivers of Brand Desire to impact business performance."