Table of Contents
Executive Summary
-
- Brand Leaders
- Food brands are household staples
-
- Figure 1: Top brands by overall usage, October 2017- September 2019
- Figure 2: Top brands by usage in the last 12 months, October 2017- September 2019
- Amazon is the most likely to be described as “a favourite brand” …
-
- Figure 3: Top brands by agreement with “It’s a favourite brand”, October 2017- September 2019
- … and this leads to greater levels of commitment
-
- Figure 4: Top brands by commitment (net of agreement with “It’s a favourite brand” and “I prefer it over others”), October 2017- September 2019
- Amazon and Harrods are highly differentiated
-
- Figure 5: Top brands by perceived differentiation (net of agreement with “It’s a unique brand” and “It’s somewhat different from others”), October 2017- September 2019
- Brands with premium positioning top satisfaction scores
-
- Figure 6: Top brands by satisfaction (net of “excellent” and “good” reviews”, October 2017- September 2019
- PureGym shows that recommendation isn’t always about experience
-
- Figure 7: Top brands by likely recommendation, October 2017- September 2019
- Brand Attributes
- Trusted brands impact on health and wellbeing
-
- Figure 8: Top brands by agreement with “A brand that I trust”, October 2017- September 2019
- Quality and trust are closely linked
-
- Figure 9: Top brands by agreement with “A brand that is consistently high quality”, October 2017- September 2019
- Ecover and The Body Shop considered ethical
-
- Figure 10: Top brands by agreement with “Ethical”, October 2017- September 2019
- Everyday brands capable of creating premium image
-
- Figure 11: Top brands by agreement with “A brand that is worth paying more for”, October 2017- September 2019
- Technology brands associated with innovation
-
- Figure 12: Top brands by agreement with “A brand that is innovative”, October 2017- September 2019
- Prices define retailer value
-
- Figure 13: Top brands by agreement with “A brand that offers good value”, October 2017- September 2019
- Marks & Spencer’s customer service is a route to growth
-
- Figure 14: Top brands by agreement with “A brand that has great customer service”, October 2017- September 2019
- The health and wellbeing landscape may be set to change
-
- Figure 15: Top brands by agreement with “A brand that cares about my health/wellbeing”, October 2017- September 2019
- What we think
Brand Leaders – What You Need to Know
-
- Food brands are household staples
- Brands with high preference are well known
- Amazon and Harrods stand out
- Brands with premium positioning top satisfaction scores
- PureGym shows that recommendation isn’t always about experience
Brand Usage
-
- Food brands are household staples …
-
- Figure 16: Top brands by overall usage, October 2017- September 2019
- … and where consumers buy them are crucial to everyday lives
-
- Figure 17: Top brands by usage in the last 12 months, October 2017- September 2019
Brand Preference
-
- The benefits of being a famous brand
-
- Figure 18: Top brands by agreement with “It’s a favourite brand”, October 2017- September 2019
- Commitment means loyalty to new products and categories
-
- Figure 19: Top brands by commitment (net of agreement with “It’s a favourite brand” and “I prefer it over others”), October 2017- September 2019
Brand Differentiation
-
- Amazon and Harrods stand out
-
- Figure 20: Top brands by perceived differentiation (net of agreement with “It’s a unique brand” and “It’s somewhat different from others”), October 2017- September 2019
- Luxury chocolate brands are differentiated
Brand Satisfaction and Recommendation
-
- Brands with highest satisfaction carry few similarities …
- … aside from their premium positioning
-
- Figure 21: Top brands by satisfaction (net of “excellent” and “good” reviews”, October 2017- September 2019
- Excellent reviews generally reserved for more luxury brands
-
- Figure 22: Top brands by excellent reviews, October 2017- September 2019
- PureGym shows that recommendation isn’t always about experience
-
- Figure 23: Top brands by likely recommendation, October 2017- September 2019
Brand Attributes – What You Need to Know
-
- Trusted brands impact on health and wellbeing
- Quality and trust are closely linked
- Ecover and The Body Shop considered ethical
- Everyday brands capable of creating premium image
- Technology brands associated with innovation
- Marks & Spencer’s customer service is a route to growth
- Health and wellbeing landscape may be set to change
Trust in Brands
-
- Trusted brands impact on health and wellbeing
-
- Figure 24: Top brands by agreement with “A brand that I trust”, October 2017- September 2019
- Trust as a building block for other attributes
Quality Brands
-
- Quality and trust are closely linked
-
- Figure 25: Top brands by agreement with “A brand that is consistently high quality”, October 2017- September 2019
Ethical Brands
-
- Ecover and The Body Shop considered particularly ethical
-
- Figure 26: Top brands by agreement with “Ethical”, October 2017- September 2019
- FMCG brands have more of an ethical reputation
Brands Worth Paying More For
-
- Everyday brands capable of creating premium image
-
- Figure 27: Top brands by agreement with “A brand that is worth paying more for”, October 2017- September 2019
- Luxury food brands more likely to feature
Innovative Brands
-
- Technology brands associated with innovation
-
- Figure 28: Top brands by agreement with “A brand that is innovative”, October 2017- September 2019
- IKEA combines heritage with modern initiatives
- Ben & Jerry’s is the only FMCG brand represented
Brands Offering Good Value
-
- Prices define perceptions of a retailer’s value
-
- Figure 29: Top brands by agreement with “A brand that offers good value”, October 2017- September 2019
- Fairy promotes longer-term value
Customer Service and Brands
-
- Marks & Spencer’s customer service is a route to growth
-
- Figure 30: Top brands by agreement with “A brand that has great customer service”, October 2017- September 2019
- Retailers are considered superior to financial services
Health and Wellbeing
-
- Health and wellbeing landscape may be set to change
-
- Figure 31: Top brands by agreement with “A brand that cares about my health/wellbeing”, October 2017- September 2019
- A focus on physical health still the clearest indicator of care
Sector Review – What You Need to Know
-
- BPC: Colgate
- Drink: The Kraken
- Financial Services: Monzo
- Food: Ryvita
- Foodservice: McDonald’s
- Household Care: Fairy
- Media: Radio Times
- Retail: Amazon
- Technology: Giffgaff
- Travel: TripAdvisor
BPC
-
- Colgate
-
- Figure 32: Brand usage in the BPC sector, November 2017-July 2019
-
- Figure 33: Colgate’s bamboo charcoal toothbrush, October 2019
- Chanel
-
- Figure 34: Key brand metrics for the BPC sector, November 2017-July 2019
- Gillette
-
- Figure 35: Brand attitudes in the BPC sector, November 2017-July 2019
Drink
-
- Coca-Cola
-
- Figure 36: Brand usage in the Drink sector, November 2017-July 2019
-
- Figure 37: Coca-Cola launches, 2019
- The Kraken
-
- Figure 38: Key brand metrics for the Drink sector, November 2017-July 2019
- Robinsons
-
- Figure 39: Brand attitudes in the Drink sector, November 2017-July 2019
Financial Services
-
- Post Office
-
- Figure 40: Brand usage in the financial services sector, November 2017-July 2019
- Monzo
-
- Figure 41: Key brand metrics for the financial services sector, November 2017-July 2019
- Comparethemarket.com
-
- Figure 42: Brand attitudes in the financial services sector, November 2017-July 2019
Food
-
- Heinz
-
- Figure 43: Brand usage in the food sector, November 2017-July 2019
-
- Figure 44: Example of Heinz launches, 2019
- Magnum
-
- Figure 45: Key brand metrics for the food sector, November 2017-July 2019
- Ryvita
-
- Figure 46: Brand attitudes in the food sector, November 2017-July 2019
Foodservice
-
- McDonald’s
-
- Figure 47: Brand usage in the foodservice sector, November 2017-July 2019
- Nando’s and KFC
-
- Figure 48: Key brand metrics for the foodservice sector, November 2017-July 2019
- Domino’s
-
- Figure 49: Brand attitudes in the foodservice sector, November 2017-July 2019
Household Care
-
- Fairy
-
- Figure 50: Brand usage in the household care sector, November 2017-July 2019
-
- Figure 51: Key brand metrics for the household care sector, November 2017-July 2019
- Dettol
-
- Figure 52: Brand attitudes in the household care sector, November 2017-July 2019
- Figure 43: Examples of Dettol launches, 2019
Media
-
- Daily Mail
-
- Figure 54: Brand usage in the media sector, November 2017-July 2019
- Total Film and Empire
-
- Figure 55: Key brand metrics for the media sector, November 2017-July 2019
- Radio Times
-
- Figure 56: Brand attitudes in the media sector, November 2017-July 2019
Retail
-
- Tesco
-
- Figure 57: Brand usage in the retail sector, November 2017-July 2019
- Amazon
-
- Figure 58: Key brand metrics for the retail sector, November 2017-July 2019
- Marks & Spencer
-
- Figure 59: Brand attitudes in the retail sector, November 2017-July 2019
Technology
-
- Giffgaff
-
- Figure 60: Brand usage in the technology sector, November 2017-July 2019
- Apple iPhone
-
- Figure 61: Key brand metrics for the technology sector, November 2017-July 2019
- Samsung
-
- Figure 62: Brand attitudes in the technology sector, November 2017-July 2019
Travel
-
- TripAdvisor
-
- Figure 63: Brand usage in the travel sector, November 2017-July 2019
- Premier Inn
-
- Figure 64: Key brand metrics for the travel sector, November 2017-July 2019
- British Airways
-
- Figure 65: Brand attitudes in the travel sector, November 2017-July 2019
Appendix – Data Sources, Abbreviations and Supporting Information
-
- Abbreviations
Appendix – Brands Covered
Back to top