Best-perceived brands according to LGBT consumers in the U.S. 2017

Methodology: respondents were asked: "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?” All results were filtered for respondents who identified themselves as lesbian, gay, bi-sexual or transgender. The source states that the "score can range from 100 to -100 with a zero score equaling a neutral position." Scores were averaged to create the ranking.
Methodology taken from here.