Apple Is No Longer One Of The Hottest Brands In America

Apple barely missed making the list of the 10 most well-liked in the U.S., says marketing research firm YouGov BrandIndex.

It's ranked 11.

Last year, it also barely made the list. Its rank slipped again despite the iPad mini and iPhone 5.

YouGov BrandIndex interviews 5,000 people each weekday from a representative U.S. population sample about brands' consumer perception. This list is the result of more than 1.2 million interviews in 2012.

All brands were measured using YouGov BrandIndex's Buzz score, which asks respondents: "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?"

YouGov BrandIndex's measurement scores range from 100 to -100 and are compiled by subtracting negative feedback from positive.

YouGov provided explanations for why each company deserves to be on the list.