Brand Leaders - UK - December 2019

OVERVIEW
What you need to know
Products covered in this Report
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