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Brand Leaders - UK - December 2018

“Although many brands are undertaking new and exciting initiatives, particularly in terms of product/service development or ethical behaviour, there tends to be a prevailing attitude amongst consumers that brands which have ‘been there and done that’ are the ones that excel.”

– Richard Hopping, Senior Brand and Household Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • Brand leaders
            • The most popular brands have almost ubiquitous usage
              • Figure 1: Top ranking of brands, by overall usage, January 2016-October 2018
            • Readily available brands in a stronger position to build trust
              • Figure 2: Top ranking of brands, by agreement with “A brand that I trust”, January 2016-October 2018
            • Exposure, but not usage, appears essential in driving standout
              • Figure 3: Top ranking of brands, by perceived differentiation (net of “It stands out as being somewhat different” and “It’s a unique brand”), January 2016-October 2018
            • Consumers recognise ethical early adopters
              • Figure 4: Top ranking of brands, by agreement with “Ethical”, January 2016-October 2018
            • Usage and favouritism appear closely aligned
              • Figure 5: Top ranking of brands, by commitment (Net of “I prefer this brand over others” and “It’s a favourite brand”), January 2016-October 2018
            • Reputation for technological advancement key in innovation
              • Figure 6: Top ranking of brands, by agreement with “A brand that is innovative”, January 2016-October 2018
            • Retailers dominate value perceptions
              • Figure 7: Top ranking of brands, by agreement with “A brand that offers good value”, January 2016-October 2018
            • Usage likely to impact upon perception of quality
              • Figure 8: Top ranking of brands, by agreement with “A brand that is consistently high quality”, January 2016-October 2018
            • Apple and Samsung stand out for experience
              • Figure 9: Top ranking of brands, by excellent reviews, January 2016-October 2018
            • What we think
            • Brand Leaders – What You Need to Know

              • The most popular brands have almost ubiquitous usage
                • Readily available brands in a stronger position to build trust
                  • Exposure, but not usage, appears essential in driving standout
                    • Consumers recognise ethical early adopters
                      • Usage and favouritism appear closely aligned
                        • Reputation for technological advancement key in innovation
                          • Retailers dominate value perceptions
                            • Usage likely to impact upon perception of quality
                              • Apple and Samsung stand out for experience
                              • Usage Leaders

                                • The most popular brands have almost ubiquitous usage
                                  • Figure 10: Top ranking of brands, by overall usage, January 2016-October 2018
                                • Household favourites are habitually ingrained
                                  • Figure 11: Top ranking of brands, by overall usage, January 2016-October 2018
                              • Trust Leaders

                                • Readily available brands in a stronger position to build trust
                                  • A focus on health and wellbeing appears influential
                                    • Figure 12: Top ranking of brands, by agreement with “A brand that I trust”, January 2016-October 2018
                                • Differentiation Leaders

                                  • Exposure, but not usage, appears essential in driving standout
                                    • Figure 13: Top ranking of brands, by perceived differentiation (net of “It stands out as being somewhat different” and “It’s a unique brand”), January 2016-October 2018
                                • Ethical Leaders

                                  • Importance of ethicality growing…
                                    • …but consumers recognise early adopters
                                      • Figure 14: Top ranking of brands, by agreement with “Ethical”, January 2016-October 2018
                                  • Favouritism and Commitment Leaders

                                    • Usage and favouritism appear closely aligned
                                      • Broad appeal creates higher proportion of commitment
                                        • Figure 15: Top ranking of brands, by commitment (Net of “I prefer this brand over others” and “It’s a favourite brand”), January 2016-October 2018
                                    • Innovation Leaders

                                      • Reputation for technological advancement key in innovation
                                        • Figure 16: Top ranking of brands, by agreement with “A brand that is innovative”, January 2016-October 2018
                                      • Dyson stands out as an innovator
                                        • Figure 17: Dyson Airwrap in Dyson Demo stores, October 2018
                                    • Value Leaders

                                      • Retailers dominate value perceptions
                                        • NIVEA and Colgate are standout brands in FMCG
                                          • Figure 18: Top ranking of brands, by agreement with “A brand that offers good value”, January 2016-October 2018
                                        • Not just high-cost brands that are considered worth paying more for
                                          • Figure 19: Top ranking of brands, by agreement with “A brand that is worth paying more for”, January 2016-October 2018
                                      • Quality Leaders

                                        • Usage likely to impact upon perception of quality
                                          • Figure 20: Top ranking of brands, by agreement with “A brand that is consistently high quality”, January 2016-October 2018
                                        • Household staples struggle to convert quality image into enthusiastic reviews
                                        • Experience Leaders

                                          • Apple and Samsung stand out for experience
                                            • Fairy and Lindt Excellence the only two excellent FMCG brands
                                              • Figure 21: Top ranking of brands, by excellent reviews, January 2016-October 2018
                                            • Most recommended brands are completely different
                                              • Specific purpose gives basis for recommendation
                                                • Figure 22: Top ranking of brands, by likely recommendation, January 2016-October 2018
                                            • Sector Review – What You Need to Know

                                              • Sudocrem carves out high recommendation in BPC
                                                • Baileys’ superior taste drives differentiation
                                                  • The North Face takes its expertise into the city
                                                    • Lindt Excellence’s premium yet accessible image drives positivity
                                                      • Dunelm most likely to be recommended in retail sector
                                                        • Samsung’s strengths in technology are evident
                                                        • Automotive

                                                            • Figure 23: Brand usage in the automotive sector, January 2016-October 2018
                                                          • Audi
                                                            • Figure 24: Key brand metrics for the automotive sector, January 2016-October 2018
                                                          • AA
                                                            • Figure 25: The AA rainbow flag vans to celebrate Pride, 2018
                                                            • Figure 26: Brand attitudes in the automotive sector, January 2016-October 2018
                                                        • BPC

                                                            • Figure 27: Brand usage in the BPC sector, January 2016-October 2018
                                                          • Gillette
                                                            • Figure 28: Key brand metrics for the BPC sector, January 2016-October 2018
                                                          • Sudocrem
                                                            • Figure 29: My Little Sudocrem, November 2018
                                                            • Figure 30: Brand attitudes in the BPC sector, January 2016-October 2018
                                                          • Dove
                                                            • Figure 31: Steven Universe and Dove partnership, April 2018
                                                        • Drink

                                                            • Figure 32: Brand usage in the drinks sector, January 2016-October 2018
                                                          • Kopparberg
                                                            • Figure 33: Kopparberg’s Outside is Ours campaign, May 2018
                                                            • Figure 34: Key brand metrics for the drinks sector, January 2016-October 2018
                                                          • Baileys
                                                            • Figure 35: Examples of Baileys’ product launches, 2018
                                                          • Fever-Tree
                                                            • Figure 36: Brand attitudes in the drinks sector, January 2016-October 2018
                                                        • Fashion/Apparel

                                                            • Figure 37: Brand usage in the fashion/apparel sector, January 2016-October 2018
                                                          • Clarks
                                                            • Figure 38: Clarks’ Originals Mickey Mouse edition, November 2018
                                                            • Figure 39: Clarks’ x Land Rover Life. Limitless Collection, October 2018
                                                            • Figure 40: Key brand metrics for the fashion/apparel sector, January 2016-October 2018
                                                          • Nike
                                                            • Figure 41: Colin Kaepernick’s Nike campaign, September 2018
                                                            • Figure 42: Brand attitudes in the fashion/apparel sector, January 2016-October 2018
                                                          • The North Face
                                                            • Figure 43: The North Face Pinnacle Project in Manchester, October 2018
                                                        • Financial Services

                                                            • Figure 44: Brand usage in the financial services sector, January 2016-October 2018
                                                          • Post Office
                                                            • Figure 45: Key brand metrics for the financial services sector, January 2016-October 2018
                                                          • First Direct
                                                            • Figure 46: Brand attitudes in the financial services sector, January 2016-October 2018
                                                          • Comparethemarket.com
                                                          • Food

                                                              • Figure 47: Brand usage in the food sector, January 2016-October 2018
                                                            • Heinz
                                                              • Figure 48: Heinz Eat Well Soups, 2018
                                                              • Figure 49: Key brand metrics for the food sector, January 2016-October 2018
                                                            • Lindt Excellence
                                                              • Figure 50: Brand attitudes in the food sector, January 2016-October 2018
                                                            • Flora
                                                            • Foodservice

                                                                • Figure 51: Brand usage in the foodservice sector, January 2016-October 2018
                                                              • McDonald’s
                                                                • Figure 52: McDonald’s support of recycling initiatives as part of Leeds By Example, October 2018
                                                                • Figure 53: Key brand metrics for the foodservice sector, January 2016-October 2018
                                                              • Subway
                                                                • Figure 54: Subway support of NFL Play Flag Football programme, July 2018
                                                                • Figure 55: Brand attitudes in the foodservice sector, January 2016-October 2018
                                                            • Household Care

                                                                • Figure 56: Brand usage in the household care sector, January 2016-October 2018
                                                              • Fairy
                                                                • Figure 57: Key brand metrics for the household care sector, January 2016-October 2018
                                                              • Dyson
                                                                • Figure 58: Brand attitudes in the household care sector, January 2016-October 2018
                                                              • Dettol
                                                              • Retail

                                                                  • Figure 59: Brand usage in the retail sector, January 2016-October 2018
                                                                • Amazon
                                                                  • Figure 60: Amazon Black Friday pop-up, November 2018
                                                                  • Figure 61: Key brand metrics for the retail sector, January 2016-October 2018
                                                                • Dunelm
                                                                  • Figure 62: Brand attitudes in the retail sector, January 2016-October 2018
                                                                • eBay
                                                                  • Boots
                                                                    • Figure 63: The Niomi Smart range at Boots, November 2018
                                                                • Technology Products

                                                                    • Figure 64: Brand usage in the technology products sector, January 2016-October 2018
                                                                  • Apple
                                                                    • Figure 65: Key brand metrics for the technology products sector, January 2016-October 2018
                                                                  • Samsung
                                                                    • Figure 66: Samsung Modern Masterpieces, October 2018
                                                                    • Figure 67: Brand attitudes in the technology products sector, January 2016-October 2018
                                                                • Technology Services

                                                                    • Figure 68: Brand usage in the technology services sector, January 2016-October 2018
                                                                  • Sky
                                                                    • Figure 69: Key brand metrics for the technology services sector, January 2016-October 2018
                                                                  • Spotify
                                                                    • Figure 70: Brand attitudes in the technology services sector, January 2016-October 2018
                                                                  • Netflix
                                                                  • Travel

                                                                      • Figure 71: Brand usage in the travel sector, January 2016-October 2018
                                                                    • TripAdvisor
                                                                      • Figure 72: Key brand metrics for the travel sector, January 2016-October 2018
                                                                    • British Airways
                                                                      • Figure 73: Brand attitudes in the travel sector, January 2016-October 2018
                                                                  • Ones to Watch – What You Need to Know

                                                                    • Gtech using advertising to push innovative image
                                                                      • Benefit’s fun image is leading to high positivity
                                                                        • Patagonia is ahead of the slow fashion curve
                                                                          • Airbnb is a major disruptor, but has room to grow
                                                                            • B&M goes against the tide in discounting
                                                                            • Gtech

                                                                              • What the brand is doing
                                                                                • What consumers think
                                                                                  • Figure 74: Top ranking of brands, by agreement with “A brand that is innovative”, January 2016-October 2018
                                                                                • Why it’s successful
                                                                                • Benefit

                                                                                  • What the brand is doing
                                                                                    • Figure 75: Benefit Extreme Brow Bar, April 2018
                                                                                  • What consumers think
                                                                                    • Why it’s successful
                                                                                    • Patagonia

                                                                                      • What the brand is doing
                                                                                        • Figure 76: Patagonia’s mobile repair truck, August 2018
                                                                                      • What consumers think
                                                                                        • Why it’s successful
                                                                                          • Figure 77: Clothing shopping behaviours, August 2018
                                                                                      • Airbnb

                                                                                        • What the brand is doing
                                                                                          • What consumers think
                                                                                            • Figure 78: Attitudes towards hotels versus Airbnb, September 2018
                                                                                          • Why it’s successful
                                                                                          • B&M

                                                                                            • What the brand is doing
                                                                                              • What consumers think
                                                                                                • Why it’s successful
                                                                                                  • Figure 79: Attitudes towards price and shopping at discounters, June 2018
                                                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                • Abbreviations
                                                                                                • Appendix – Brands Covered

                                                                                                  Brand Leaders - UK - December 2018

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