The Devotion 100
Every brand has gotten better at reaching people. Fewer have gotten better at meaning something to them. Brand Devotion measures brand attachment and customer engagement across six factors that best determine whether customers choose you, stay with you, and tell others about you.
SimplicityDX
Rise in average customer acquisition cost over eight years
Kantar BrandZ
Top 100 global brand value lost in a single year
SAP Emarsys
Loyalty decline in two years, with true loyalty falling for the first time in five
Legendary status awarded for 25+ years of index dominance or unanimous Committee validation.
Ordered by Devotion Score.Each score is built from the factors measured for that brand - the count is shown where it is fewer than six. Brands are scored within their category, so the position in this list is a place in the list rather than a rank; the comparison that holds is the one shown against each brand’s own category.
Ranked here are 92 of the 94 brands scored so far - Amazon and Lowe's are shown at their score positions but not ranked, for the reasons on their rows. Another 499 are in the Index and not yet measured - search for one by name, or choose its category above, and its page will say where it stands.
Need deeper diagnostics?
Brand devotion is resonance, made measurable.
Brand Devotion is a brand tracker built around the six factors that determine whether a brand genuinely resonates. Each factor is grounded in established marketing science. Together, they explain why your brand is or is not earning loyalty and commanding pricing power.
Salience
Are you the first brand that comes to mind?
Trust
Do customers believe you'll deliver, every time?
Meaning
Do you stand for something they actually care about?
Emotional Connection
Do your best customers feel something about you beyond utility?
Advocacy
Do customers recommend you without being asked?
Pricing Power
Can you hold a premium without losing them?
Devotion scores tell you where your business is heading. The feelings, beliefs, and attitudes that drive repeat purchase, larger basket sizes, and word-of-mouth advocacy shift 12 to 24 months before behaviour shows up in sales data. By the time performance dashboards identify softness, it is too late to course correct.
Brand Devotion measures the factors that precede commercial results, which means you can act on them before they become problems, not after.
Brand Devotion is best for brand leaders committed to growth. It is particularly useful for multi-location, destination-driven categories such as restaurants, retail, fitness, hospitality, healthcare, and financial services, because multiple factors affect what happens when someone walks through the door, not just what happens in a media plan.
Marketing and finance leaders find that devotion scores and factors give them a common language and help prioritise areas of focus.
Decide what to do about it
A score is an initial diagnosis. To act on it, request a fuller assessment: a deeper analysis of your brand, always-on tracking enriched with your own first-party data, and a strategist to help turn the data into decisions.