The Ethical Brand - UK - September 2016
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“The way that consumers judge the ethics of brands in general often differs dramatically from the way that they judge specific brands they that know and use. Many other factors aside from ethics come into play when people decide which brand to use, and ethics can sometimes be overlooked if other aspects of the brand can deliver a superior experience to competitors.”
– Richard Hopping, Brand and Household Analyst
This report discusses the following key topics:
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. Please refer to the Report appendix for details of the Reports from which the brand data have been taken.
For the purposes of this Report, Mintel has collated and compared consumer data in regard to trust in major brands operating in the UK across the following sectors:
This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:
What They Want. Why They Want It.
Who’s Winning. How To Stay Ahead.
Size, Segments, Shares And Forecasts: How It All Adds Up.
New Ideas. New Products. New Potential.
Where The White Space Is. How To Make It Yours.
What’s Shaping Demand – Today And Tomorrow.