Britons put their trust in same brands for second year

By JANE BRADLEY
Published on Wednesday 18 January 2012 21:00

THEY are rated the best in Britain in terms of quality, value and customer satisfaction – for the second year running.

Amazon, Google and high street stalwart Marks and Spencer have been ranked as the top UK brands by YouGov’s annual Brand Index report.

The league table reveals that the 20 best-rated brands in 2011 contain only one new entrant, with the top six the same as in 2010.

Beauty brand Dove is the only new addition to the top 20, appearing at the expense of mobile phone operator Nokia, which was edged out of the table – while Amazon is the only one of three brands in the top flite whose rating score has improved on last year.

The BBC, Heinz and Sony again follow the top three.

“It’s been a tough year for the leading brands, very few have managed to improve their perceptions in consumers’ eyes,” said Sarah Murphy, YouGov’s associate director.

Airline British Airways was the fastest rising brand, leaping 10.4 points up the index.

She added: “However, many outside the leaders have certainly bucked that trend, most notably British Airways.”

Brand expert Charlie Robertson, of Glasgow-based agency Red Spider, said people’s perception of a brand’s capability was key.

“People have a great belief in the potential of a brand they trust,” he said. “If you told people Marks & Spencer was opening a high street bank and asked them if they thought they’d do a good job, they would probably say yes, even though the company has no experience in that area, just because they trust the brand.”

He added: “With Amazon and Google, the whole world is moving online and people want to live in that world. I think it really is a case of success breeding success. People have faith in these institutions.”

In the online category, Martin Lewis’s Money Saving Expert website beat off competition from global names such as iTunes to take the top spot, while internet phone service Skype was rated higher in the telecoms category than providers such as BT and Orange.

However, three brands which often dominate the online news and consumer discussions were ranked comparatively low down in the overall ratings. Apple, Facebook and Twitter are 40th, 182nd and 615th, respectively, in the overall list.

Long standing confectionary names Cadbury, Thorntons and Maltesers all appear in the top 20, while traditionalbroadcasters BBC and Channel 4 also make the list.

Visa was the top rated credit card company, while the Post Office scored top in terms of high street banks - although neither scored particularly highly, perhaps reflecting the public’s post-credit crunch view of the financial sector.

Richard Marsham, managing partner at Edinburgh-based advertising firm the Leith Agency, said the top companies fell into two categories – modern, technological brands and those with a trusted provenance with customers.

“There are no surprises in this list,” he said. “The link between the brands which are coming up time and time again are their consistency. You can distinguish between those which have delivered in terms of innovation and customer service such as Amazon and Google – and those which have a long history of delivering a quality product.”

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Steven Dodds

Thursday, January 19, 2012 at 03:59 PM

The YouGov brand index is a perfect reflection on the reasoning behind us founding {united}: that consumers value values beyond value! In other words, price is not the be all and end all. A brand’s business ethics and customer experience are equally, if not more, influential on consumer purchasing decisions, brand choice and brand aspiration. Google, Marks and Spencer and John Lewis are fine examples of brands that have been unafraid to pin their marketing activity on their beliefs and judging by their financial results and position in the index, to very good effect. In fact, while I’m not shocked that Google topped the chart, I am somewhat surprised that John Lewis came just 7th: its ‘Never knowingly undersold’ commitment is a great example of how values rather than just value can help some brands gain a competitive advantage. Steven Dodds, planning partner, {united}

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Patrick Danaher Marketing Director gyro

Thursday, January 19, 2012 at 02:41 PM

Yet again, the firm favourites have been able to endear themselves to consumers with personalized marketing for the second time round. What other brands can learn from Google, Amazon and M&S is that humanly relevant ideas are the new best practice. Amazon is obsessed with a fervour to serve consumer and shareholder alike and remains consistent across all channels of interaction with the individual. Brands that are able to be accessible in people’s lives that are now pummeled by stresses and strains of a flat-world economy make for strong bonds. The most loved brands are going beyond the call of duty by reviving consumers’ appetite for everything they represent, with humanly relevant ideas that respect their humanity and ignite their hearts.

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David Wood founder of Iris Associates

Thursday, January 19, 2012 at 11:50 AM

It’s pleasing to see Thorntons come up trumps in the latest YouGov Brand Index, despite recent reports of less than desirable quarterly sales. Thorntons has clearly won over consumers’ hearts with a change in advertising strategy from positioning itself as the provider of everyday treats to focusing on gift-giving. With people tending to buy indulgence brands from specialist retailers rather than the supermarket, Thorntons made the right move to refocus its channel marketing. Just like other brands across the board, Thorntons will be faced with the obvious grave challenges afoot but continuing to adapt to consumers’ appetite for treats as they have done, the future is surely sweet.

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Hector the Lessor

Thursday, January 19, 2012 at 02:00 AM

A fine company, but rumoured as being quite difficult to do business with. One thought that came to mind since they obviously carry records, what portion of their stock is purchased from UK companies compared with say the 1970's?

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