Premium Brands - UK - November 2016
“There are different approaches to the perception of premium attributes among consumers. Brands that are considered exclusive by a higher proportion of consumers tend to conform to the traditional idea of luxury, however, brands that benefit from a high-quality image are often everyday brands that people use on a more regular basis. These brands may lack a more aspirational element, but are in a better position to demonstrate their quality than those brands that are out of financial reach for many.”
– Richard Hopping, Brand and Household Analyst
Brands that are most likely to be considered exclusive conform to the traditional idea of luxury, with high price points and limited availability having a strong influence on perceptions. These brands tend to be widely known, but lack usage, and as a result of lower active engagement tend to struggle in building the emotional bond required to generate high levels of trust or brand preference among wider audiences.
Since the beginning of 2014, Mintel has conducted brand research on over 800 brands. As well as consumers’ attitudes towards brands, we investigate how many people have used those brands, how good their experience of the brand has been and whether they would recommend that brand.
Research is run at a brand level, rather than based on a particular product. So rather than asking specifically about people’s perception of Barclays’ current accounts, or of Tesco’s ready meals, for example, we ask about their overall perception of the Barclays and Tesco brands.
Data in this Report is drawn from fieldwork conducted between January 2014 and July 2016. Many brands have been covered on multiple occasions and, unless otherwise stated, Mintel’s data refers to the most recent wave of research in which a given brand featured.
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Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
* This is a sample representation of the report layout and does not reflect the research included in this report.
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