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UK Brand Leaders market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Brand Leaders market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

What you need to know

Whether consumers are sympathetic towards their motivation or not, market-leading brands are using their resources and their reputations towards the betterment of society. For example, more brands are taking up the fight to tackle ocean plastic, while brands are also getting involved in helping to improve consumer health and wellbeing.

Brands benefit from this through the consumer perceptions that are generated by their involvement, although the problems that are being faced are likely to take more than just brand activity to solve. However, the popularity and widespread influence of the biggest brands means that they are capable of effecting change, and helping consumers to look after the world and the people in it.

Products covered in this Report

Since the beginning of 2015, 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 2015 and September 2017. 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 has been taken.

For the purposes of this Report, Mintel has collated and compared consumer data in major brands operating in the UK across the following sectors:

  • Travel
  • Technology
  • Household Care
  • Retail
  • Beauty & Personal Care
  • Food
  • Drink
  • Finance
  • Foodservice
  • Fashion
  • Automotive
  • Energy
  • Media

Expert analysis from a specialist in the field

Written by Richard Hopping, a leading analyst in the Consumer Goods sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Whether consumers are sympathetic towards their motivation or not, market-leading brands are using their resources towards the betterment of society. Of course, brands benefit from this in return through the positive consumer perceptions that are generated, whilst the popularity and widespread influence of the brands at large means that, whatever their intentions, they are capable of effecting change. Richard Hopping
Brand Analyst

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Table of contents

  1. Overview

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

          • Brand overview
            • FMCG brands have high usage
              • Figure 1: Top ranking of brands by overall usage, January 2015-September 2017
            • Tech brands intervene in last year
              • Figure 2: Top ranking of brands by usage in the last 12 months, January 2015-September 2017
            • Trust as a building block
              • Figure 3: Top ranking of brands by agreement with “A brand that I trust”, January 2015-September 2017
            • Not necessarily a link between high price and high quality
              • Figure 4: Top ranking of brands by agreement with “A brand that is consistently high quality”, January 2015-September 2017
            • Customer service leads to positive experience
              • Figure 5: Top ranking of brands by agreement with “A brand that has great customer service”, January 2015-September 2017
            • Dyson’s technological advancement stands out
              • Figure 6: Top ranking of brands by agreement with “A brand that is innovative”, January 2015-September 2017
            • Exclusive, quality brands create pride and satisfaction
              • Figure 7: Top ranking of brands by satisfaction (Net of “Good” and “Excellent” reviews), January 2015-September 2017
            • Usage influences higher commitment
              • Figure 8: Top ranking of brands by commitment (Net of “This is a favourite brand” and “I prefer this brand over others”), January 2015-September 2017
            • Many, but not all, value brands rely on price
              • Figure 9: Top ranking of brands by agreement with “A brand that offers good value”, January 2015-September 2017
            • Ethical profile of brands improving
              • Figure 10: Top ranking of brands by agreement with “ethical”, January 2015-September 2017
            • Brands noted for specific attributes stand out
              • Figure 11: Top ranking of brands by perceived differentiation (Net of “It’s a unique brand which really stands out from other brands” and “It stands out as being somewhat different from other brands”), January 2015-September 2017
            • What we think
            • Brand Overview – What You Need to Know

              • FMCG brands have high usage
                • Trust as a building block
                  • Not necessarily a link between high price and high quality
                    • Customer service leads to positive experience
                      • Dyson’s technological advancement stands out
                        • Exclusive, quality brands create pride and satisfaction
                          • Usage influences higher commitment
                            • Many, but not all, value brands rely on price
                              • Ethical profile of brands improving
                              • Usage Leaders

                                • FMCG brands have high usage
                                  • Figure 12: Top ranking of brands by overall usage, January 2015-September 2017
                                • Tech brands intervene in last year
                                  • Figure 13: Top ranking of brands by usage in the last 12 months, January 2015-September 2017
                                • Technology brands also benefit from frequent contact
                                  • Figure 14: Top ranking of brands by proportion of users who describe their usage as “all the time”, January 2015-September 2017
                                • Beko’s proposition lends itself to frequent usage
                                • Trust Leaders

                                  • Trust acts as building block
                                    • Figure 15: Top ranking of brands by agreement with “A brand that I trust”, January 2015-September 2017
                                  • A significant minority earn more trust than usage
                                  • Quality Leaders

                                    • Not necessarily a link between high price and high quality
                                      • Figure 16: Top ranking of brands by agreement with “A brand that is consistently high quality”, January 2015-September 2017
                                    • Premium brands sometimes benefit from reputation of quality
                                    • Customer Service Leaders

                                      • Customer service leads to positive experience
                                        • Figure 17: Top ranking of brands by agreement with “A brand that has great customer service”, January 2015-September 2017
                                      • Opportunity to increase customer service methods
                                      • Innovation Leaders

                                        • Innovation drives image of being worth paying more for
                                          • Brands considered innovative in FMCG tend to be market leaders
                                            • Figure 18: Top ranking of brands by agreement with “A brand that is innovative”, January 2015-September 2017
                                        • Brand Experience Leaders

                                          • Exclusive, quality brands create pride and satisfaction
                                            • Certain functional brands able to compete on satisfaction
                                              • Figure 19: Top ranking of brands by satisfaction (Net of “Good” and “Excellent” reviews), January 2015-September 2017
                                            • Premium brands also likely to create enthusiasm
                                              • Figure 20: Top ranking of brands by “Excellent” reviews, January 2015-September 2017
                                            • Brands gain recommendation from average reviews
                                              • Figure 21: Top ranking of brands by likely recommendation, January 2015-September 2017
                                          • Loyalty Leaders

                                            • A number of ways to define loyalty
                                              • Usage influences higher commitment
                                                • Figure 22: Top ranking of brands by commitment (Net of “This is a favourite brand” and “I prefer this brand over others”), January 2015-September 2017
                                              • 16-34s tend to be more likely to associate themselves with brands
                                                • Figure 23: Top ranking of brands by agreement with “This is a favourite brand”, January 2015-September 2017
                                            • Value Leaders

                                              • Many value brands rely on price
                                                • Other brands noted for value likely to be based on experience
                                                  • Figure 24: Top ranking of brands by agreement with “A brand that offers good value”, January 2015-September 2017
                                              • Ethical Leaders

                                                • Ethical profile of brands improving
                                                  • Figure 25: Top ranking of brands by agreement with “ethical”, January 2015-September 2017
                                                • Brands launching eco-friendly products
                                                  • Tackling the ocean plastic problem
                                                  • Differentiation Leaders

                                                    • Brands noted for specific attributes stand out
                                                      • Figure 26: Top ranking of brands by perceived differentiation (Net of “It’s a unique brand which really stands out from other brands” and “It stands out as being somewhat different from other brands”), January 2015-September 2017
                                                  • Brand Leader Activity – What You Need To Know

                                                    • Ocean plastic becomes an important topic
                                                      • Brands looking to improve consumer health and wellbeing
                                                        • Brands continue to seek influence of vloggers and YouTube stars
                                                          • Smart products extending reach
                                                            • Collaborations take prominence
                                                              • Brands taking on augmented reality
                                                                • Brands extend vegan products available
                                                                • Automotive

                                                                  • Ford
                                                                    • The new Ford Fiesta prompts continued take-up
                                                                      • Ford integrates Alexa into cars
                                                                        • Figure 27: Alexa integration in Ford vehicles, January 2017
                                                                      • Electric car investment plans
                                                                        • Figure 28: Ford electric vehicle plan, January 2017
                                                                      • Ford and public transport
                                                                        • BMW
                                                                          • BMW noted for innovation
                                                                            • The first brand to use Snapchat’s augmented reality lens
                                                                              • Figure 29: BMW and Snapchat AR lens, November 2017
                                                                            • Mercedes-Benz
                                                                              • Mercedes-Benz uses technology to improve customer experience
                                                                                • Figure 30: Ask Mercedes app, November 2017
                                                                              • AA
                                                                                • AA to assist members in need of a charge
                                                                                • Beauty and Personal Care

                                                                                  • Colgate
                                                                                    • Colgate’s catch-all launch activity
                                                                                      • Further blurring line with beauty bloggers and sponsorship
                                                                                        • Figure 31: ‘The Perfect Foundation’ campaign for Colgate Expert White, July 2017
                                                                                      • Advertising links teeth with confidence and romance
                                                                                        • Figure 32: ‘Are You Totally Ready for Mr Right?’ campaign for Colgate Total, July 2017
                                                                                      • Lush
                                                                                        • Lush’s ethical initiatives contribute towards standout
                                                                                          • The Lush Spa Experience
                                                                                            • Figure 33: The Lush Spa Experiment, October 2017
                                                                                          • Lush’s Sleepy body lotion goes viral
                                                                                            • Figure 34: Tweet about Lush Sleepy Body Lotion, November 2017
                                                                                          • Gillette
                                                                                            • Gillette designs razor to shave someone else
                                                                                              • Figure 35: Gillette TREO, October 2017
                                                                                            • Gillette backs Movember and other male initiatives
                                                                                              • Figure 36: Gillette Movember Tweet, November 2017
                                                                                            • NIVEA
                                                                                              • NIVEA joins forces with Matthew Williamson for longer-lasting love
                                                                                                • Figure 37: NIVEA x Matthew Williamson Black & White deodorant, November 2017
                                                                                              • NIVEA Q10+C launch sees continuation of blogger activity
                                                                                                • Figure 38: Beiersdorf NIVEA Q10+C Anti-wrinkle + Energy range, September 2017
                                                                                              • NIVEA launches product with event at London Cryo
                                                                                                • Figure 39: London Cryo and NIVEA launch of Body Essential Deep Moisture Serum, October 2017
                                                                                              • NIVEA sponsors The Voice
                                                                                                • Figure 40: Lauren Murphy backstage with The Voice UK contestants as part of NIVEA Sponsorship, April 2017
                                                                                            • Drink

                                                                                              • Coca-Cola
                                                                                                • Coca-Cola present at reopening of Piccadilly Lights
                                                                                                  • Figure 41: The relaunch of Piccadilly Lights, October 2017
                                                                                                • Coca-Cola loses Life
                                                                                                  • Ambitious plans to recover packaging may boost ethical image
                                                                                                    • Figure 42: Coca-Cola: A Bottle Love Story, August 2017
                                                                                                  • Park Lives to get people active
                                                                                                    • Rekorderlig
                                                                                                      • Rekorderlig sampling vans to increase trial
                                                                                                        • Figure 43: Rekorderlig sampling station at Gunwharf Quays, June 2017
                                                                                                      • Use of bloggers as brand ambassadors
                                                                                                        • Capitalising on the trend for Scandinavia
                                                                                                          • Nescafé
                                                                                                            • Nescafé Gold undergoes a refresh
                                                                                                              • Figure 44: Nestlé Nescafé Gold relaunch, 2017
                                                                                                            • Continuation of limited edition Azera tins
                                                                                                              • The coffee shop without any coffee
                                                                                                                • Robinsons
                                                                                                                  • Targeting lower-sugar and premium alternatives
                                                                                                                    • Figure 45: Britvic Robinsons Refresh’d range, 2017
                                                                                                                  • Innocent
                                                                                                                    • Continuation of ethical initiatives maintain credentials
                                                                                                                      • Innocent increases number of protein drinks available
                                                                                                                        • Sampling campaign for Innocent Bubbles
                                                                                                                          • Figure 46: Innocent Bubbles canteen tour, September 2017
                                                                                                                      • Fashion

                                                                                                                        • Nike
                                                                                                                          • Nike attempting to break the two-hour mark for the men’s marathon
                                                                                                                            • Vegan shoe being launch globally in 2018
                                                                                                                              • Nike launches hijab for women
                                                                                                                                • Figure 47: Zahra Lari modelling the Nike hijab on International Women’s Day, March 2017
                                                                                                                              • Victoria’s Secret
                                                                                                                                • Focus on the Angels
                                                                                                                                  • Collaboration with Balmain
                                                                                                                                    • adidas
                                                                                                                                      • adidas launches two apps
                                                                                                                                        • Figure 48: The adidas App, November 2017
                                                                                                                                      • Championing creativity
                                                                                                                                        • Originals range gets modernised with ocean plastic
                                                                                                                                          • The Cambridge Satchel Company
                                                                                                                                            • The brand seeks to grow
                                                                                                                                              • Free personalisation to add something special
                                                                                                                                                • Collaborations boost perceptions
                                                                                                                                                  • Figure 49: Cambridge Satchel Company collaboration with Brompton Bicycles, March 2017
                                                                                                                                                • Blogger in residence and social media takeover
                                                                                                                                                • Financial Services

                                                                                                                                                  • Nationwide
                                                                                                                                                    • Nationwide launches new mortgage products
                                                                                                                                                      • Flagship branches open
                                                                                                                                                        • Figure 50: Nationwide flagship branch interior, November 2017
                                                                                                                                                      • Nationwide sets aside £250k for northern housing causes
                                                                                                                                                        • Bupa
                                                                                                                                                          • 2017 includes free check-ups and an increase in services
                                                                                                                                                            • Bupa launches the Wellbeing Edit
                                                                                                                                                              • Comparethemarket.com
                                                                                                                                                                • Rewarding loyalty through giveaways
                                                                                                                                                                  • Figure 51: Rick and Russell at the Movies Episode 2, May 2017
                                                                                                                                                                • Research and understanding
                                                                                                                                                                  • Letters of Life
                                                                                                                                                                    • Post Office
                                                                                                                                                                      • Post Office demonstrates commitment to branch network
                                                                                                                                                                        • The launch of multi-currency pre-paid travel card
                                                                                                                                                                          • A focus on first-time buyers
                                                                                                                                                                          • Food

                                                                                                                                                                            • Heinz
                                                                                                                                                                              • “Beanz Meanz Heinz” turns 50
                                                                                                                                                                                • Figure 52: Beanz Meanz Heinz bus in Leeds, November 2017
                                                                                                                                                                              • Heinz sponsors NFL
                                                                                                                                                                                • Walkers
                                                                                                                                                                                  • Choose Me or Lose Me promotion
                                                                                                                                                                                    • Figure 53: Walkers “Choose Me or Lose Me” winners, November 2017
                                                                                                                                                                                  • Movie Nights streaming promotion
                                                                                                                                                                                    • Walkers United
                                                                                                                                                                                      • Figure 54: Reggie Yates using the Walkers United Snapchat Lens, March 2017
                                                                                                                                                                                    • Revamping product ranges
                                                                                                                                                                                      • Ben & Jerry’s
                                                                                                                                                                                        • Ben & Jerry’s launches vegan variants in UK
                                                                                                                                                                                          • Figure 55: Unilever Ben & Jerry’s non-dairy ice cream launches, September 2017
                                                                                                                                                                                        • Ben & Jerry’s backs refugees
                                                                                                                                                                                          • Figure 56: Together for Refugees Home Safe Home, June 2017
                                                                                                                                                                                      • Foodservice

                                                                                                                                                                                        • McDonald’s
                                                                                                                                                                                          • Launch of The Signature Collection to increase premium perceptions
                                                                                                                                                                                            • Figure 57: McDonald’s Signature Collection, September 2017
                                                                                                                                                                                          • McCafé coffee advert about simpler offerings
                                                                                                                                                                                            • Figure 58: McDonald’s McCafé advertising campaign, October 2017
                                                                                                                                                                                          • McFlurry van at festivals
                                                                                                                                                                                            • McDelivery with UberEATS
                                                                                                                                                                                              • YO! Sushi
                                                                                                                                                                                                • Engaging younger eaters
                                                                                                                                                                                                  • Figure 59: YO! Sushi Mini Ninja School, July 2017
                                                                                                                                                                                                • Afternoon tea at Selfridges
                                                                                                                                                                                                  • Pizza Hut
                                                                                                                                                                                                    • Pizza Hut launches a VIP black card
                                                                                                                                                                                                      • Figure 60: The Sidemen with their Pizza Hut VIP Black Card, October 2017
                                                                                                                                                                                                    • Strengthening links with influencers at Upload Event
                                                                                                                                                                                                      • World’s first pizza box remixer
                                                                                                                                                                                                        • Pizza Hut brings the fun in Ibiza
                                                                                                                                                                                                          • Figure 61: #PizzaHutRocks Hangover Hut, July 2017
                                                                                                                                                                                                        • Greggs
                                                                                                                                                                                                          • Greggs ups its ethical engagement
                                                                                                                                                                                                            • Greggs launches an advent calendar
                                                                                                                                                                                                              • Figure 62: Greggs advent calendar, November 2017
                                                                                                                                                                                                            • Greggs Minimise Me promotes healthy menu
                                                                                                                                                                                                              • Greggs opens a drive-thru
                                                                                                                                                                                                              • Household Care

                                                                                                                                                                                                                • Fairy
                                                                                                                                                                                                                  • Fairy bubbles installation
                                                                                                                                                                                                                    • Figure 63: Fairy Bubbles Project, April 2017
                                                                                                                                                                                                                  • Fairy launches ocean plastic bottles
                                                                                                                                                                                                                    • Figure 64: Fairy ocean plastic bottle, October 2017
                                                                                                                                                                                                                  • Partnership with FareShare to help those in need
                                                                                                                                                                                                                    • Figure 65: Fairy’s FareShare promotion, November 2017
                                                                                                                                                                                                                  • Dyson
                                                                                                                                                                                                                    • Electric cars in response to air pollution
                                                                                                                                                                                                                      • Figure 66: Dyson electric car drawings, September 2017
                                                                                                                                                                                                                    • James Dyson Award winner
                                                                                                                                                                                                                      • Yankee Candle
                                                                                                                                                                                                                        • Yankee Candle launches first TV ad
                                                                                                                                                                                                                          • Figure 67: Yankee Candle UK Christmas advert, November 2017
                                                                                                                                                                                                                        • Yankee Candle adds personalisation service
                                                                                                                                                                                                                          • Ecover
                                                                                                                                                                                                                            • Ecover goes further with ocean plastic
                                                                                                                                                                                                                              • Figure 68: Ecover limited edition ocean plastic Sea Kelp and Orange washing-up liquid, November 2017
                                                                                                                                                                                                                            • Where Ecover leads, others follow
                                                                                                                                                                                                                              • Potential Ecover purchase by SC Johnson
                                                                                                                                                                                                                              • Media

                                                                                                                                                                                                                                • Good Housekeeping
                                                                                                                                                                                                                                  • The new Good Housekeeping Humanitarian Seal
                                                                                                                                                                                                                                    • Good Housekeeping hosts event at Chelsea Flower Show
                                                                                                                                                                                                                                      • Figure 69: Good Housekeeping event in Jardin Blanc at RHS Chelsea Flower Show, June 2017
                                                                                                                                                                                                                                    • Vogue
                                                                                                                                                                                                                                      • Edward Enninful comes in
                                                                                                                                                                                                                                      • Retail

                                                                                                                                                                                                                                        • Tesco
                                                                                                                                                                                                                                          • Preventing food waste and encouragement of healthy eating
                                                                                                                                                                                                                                            • Tesco adopts other ethical initiatives
                                                                                                                                                                                                                                              • Figure 70: Tweet showing Tesco in-store signage highlighting coverage of Tampon Tax, September 2017
                                                                                                                                                                                                                                            • Clubcard goes contactless
                                                                                                                                                                                                                                              • Enhancing convenient delivery
                                                                                                                                                                                                                                                • Checking out in the slow lane
                                                                                                                                                                                                                                                  • Amazon
                                                                                                                                                                                                                                                    • Amazon continues to drive innovation
                                                                                                                                                                                                                                                      • Amazon Smile enhances charitable contribution
                                                                                                                                                                                                                                                        • Figure 71: Amazon smile supporting Marie Curie, November 2017
                                                                                                                                                                                                                                                      • Amazon Echo
                                                                                                                                                                                                                                                        • Extensions to Amazon Prime
                                                                                                                                                                                                                                                          • eBay
                                                                                                                                                                                                                                                            • Furthering individuality and avoiding ‘beige shopping’
                                                                                                                                                                                                                                                              • Figure 72: eBay ‘The Art of Shopping’ neuroscience exhibition, October 2017
                                                                                                                                                                                                                                                            • Adding delivery to Doddle
                                                                                                                                                                                                                                                              • This Morning Live to strength fashion links
                                                                                                                                                                                                                                                                • IKEA
                                                                                                                                                                                                                                                                  • IKEA Place app
                                                                                                                                                                                                                                                                    • Figure 73: IKEA Place mobile app, September 2017
                                                                                                                                                                                                                                                                  • IKEA collaborations to promote reputation for design and ethics
                                                                                                                                                                                                                                                                    • Sheffield Supertram makeover
                                                                                                                                                                                                                                                                      • Figure 74: IKEA makeover of a Sheffield Supertram, September 2017
                                                                                                                                                                                                                                                                    • IKEA rugs in Game of Thrones
                                                                                                                                                                                                                                                                      • Marks & Spencer
                                                                                                                                                                                                                                                                        • A focus on enjoying quality experiences
                                                                                                                                                                                                                                                                          • M&S Plan A 2025
                                                                                                                                                                                                                                                                            • M&S fights breast cancer
                                                                                                                                                                                                                                                                              • Partnership with Wasabi sushi
                                                                                                                                                                                                                                                                                • Figure 75: First Wasabi counter in a Marks & Spencer Foodhall in Stratford, October 2017
                                                                                                                                                                                                                                                                              • M&S Frazzled Café
                                                                                                                                                                                                                                                                                • Figure 76: Marks and Spencer Frazzled Café, October 2017
                                                                                                                                                                                                                                                                            • Technology Products

                                                                                                                                                                                                                                                                              • Google
                                                                                                                                                                                                                                                                                • Google hardware launches in 2017
                                                                                                                                                                                                                                                                                  • Figure 77: Google Pixel 2 range, October 2017
                                                                                                                                                                                                                                                                                • Google Translate Tour
                                                                                                                                                                                                                                                                                  • Google driverless cars
                                                                                                                                                                                                                                                                                    • Apple
                                                                                                                                                                                                                                                                                      • iPhone X launch
                                                                                                                                                                                                                                                                                        • Figure 78: Apple Pay using Face ID on iPhone X, November 2017
                                                                                                                                                                                                                                                                                      • Apple set to enter smart home assistance market in 2018
                                                                                                                                                                                                                                                                                        • Samsung
                                                                                                                                                                                                                                                                                          • 2017 launches help Samsung back on track
                                                                                                                                                                                                                                                                                            • Further innovation to come in 2018
                                                                                                                                                                                                                                                                                              • The Frame adds design to TVs
                                                                                                                                                                                                                                                                                                • Figure 79: The Frame TV by Samsung, October 2017
                                                                                                                                                                                                                                                                                              • Live 360 with Royal Blood
                                                                                                                                                                                                                                                                                                • The Domestics YouTube series to promote home appliances
                                                                                                                                                                                                                                                                                                  • Figure 80: The Domestics by Samsung, September 2017
                                                                                                                                                                                                                                                                                              • Technology Services

                                                                                                                                                                                                                                                                                                • Sky
                                                                                                                                                                                                                                                                                                  • Changes to Sky’s sport line up
                                                                                                                                                                                                                                                                                                    • Sky launches a loyalty scheme
                                                                                                                                                                                                                                                                                                      • Figure 81: Tweet thanking Sky for free prize from Sky VIP loyalty scheme, September 2017
                                                                                                                                                                                                                                                                                                    • Sky becomes quad-play with Sky Mobile launch
                                                                                                                                                                                                                                                                                                      • Sky Ocean Rescue to promote ocean plastic fight
                                                                                                                                                                                                                                                                                                        • Figure 82: Sky Volvo Ocean Race team, October 2017
                                                                                                                                                                                                                                                                                                      • Netflix
                                                                                                                                                                                                                                                                                                        • Netflix continues to add new content
                                                                                                                                                                                                                                                                                                          • Netflix perception means it risks a price increase
                                                                                                                                                                                                                                                                                                            • Netflix and download
                                                                                                                                                                                                                                                                                                              • Netflix creates candle to accompany TV show
                                                                                                                                                                                                                                                                                                              • Travel

                                                                                                                                                                                                                                                                                                                • Premier Inn
                                                                                                                                                                                                                                                                                                                  • Ad campaign showing the number of different reasons for visiting
                                                                                                                                                                                                                                                                                                                    • Premier Inn boosts customer experience for younger visitors
                                                                                                                                                                                                                                                                                                                      • TripAdvisor
                                                                                                                                                                                                                                                                                                                        • Comparison sites growing in prominence
                                                                                                                                                                                                                                                                                                                          • Trip Maximisers to boost real expertise
                                                                                                                                                                                                                                                                                                                            • TripAdvisor uses own information to highlight best deals
                                                                                                                                                                                                                                                                                                                              • Virgin Holidays
                                                                                                                                                                                                                                                                                                                                • Virgin Holiday to extend experience from the first moment….
                                                                                                                                                                                                                                                                                                                                  • …until the last
                                                                                                                                                                                                                                                                                                                                    • Figure 83: Virgin Holidays Departure Beach, June 2017
                                                                                                                                                                                                                                                                                                                                  • Marketing activity promotes the experience of a holiday
                                                                                                                                                                                                                                                                                                                                    • Catering for non-nuclear families
                                                                                                                                                                                                                                                                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                                                                                                                                                        • Abbreviations
                                                                                                                                                                                                                                                                                                                                        • Appendix – Automotive

                                                                                                                                                                                                                                                                                                                                            • Figure 84: Brand usage metrics for the automotive sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                            • Figure 85: Key brand metrics for the automotive sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                            • Figure 86: Brand experience metrics for the automotive sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                            • Figure 87: Brand attributes for the automotive sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                        • Appendix – Beauty and Personal Care

                                                                                                                                                                                                                                                                                                                                            • Figure 88: Brand usage metrics for the BPC sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                            • Figure 89: Key brand metrics for the BPC sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                            • Figure 90: Brand experience metrics for the BPC sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                            • Figure 91: Brand attributes for the BPC sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                        • Appendix – Drink

                                                                                                                                                                                                                                                                                                                                            • Figure 92: Brand usage metrics for the drinks sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                            • Figure 93: Key brand metrics for the drinks sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                            • Figure 94: Brand experience metrics for the drinks sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                            • Figure 95: Brand attributes for the drinks sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                        • Appendix – Fashion

                                                                                                                                                                                                                                                                                                                                            • Figure 96: Brand usage metrics for the fashion sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                            • Figure 97: Key brand metrics for the fashion sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                            • Figure 98: Brand experience metrics for the fashion sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                            • Figure 99: Brand attributes for the fashion sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                        • Appendix – Financial Services

                                                                                                                                                                                                                                                                                                                                            • Figure 100: Brand usage metrics for the financial services sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                            • Figure 101: Key brand metrics for the financial services sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                            • Figure 102: Brand experience metrics for the financial services sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                            • Figure 103: Brand attributes for the financial services sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                        • Appendix – Food

                                                                                                                                                                                                                                                                                                                                            • Figure 104: Brand usage metrics for the food sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                            • Figure 105: Key brand metrics for the food sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                            • Figure 106: Brand experience metrics for the food sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                            • Figure 107: Brand attributes for the food sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                        • Appendix – Foodservice

                                                                                                                                                                                                                                                                                                                                            • Figure 108: Brand usage metrics for the foodservice sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                            • Figure 109: Key brand metrics for the foodservice sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                            • Figure 110: Brand experience metrics for the foodservice sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                            • Figure 111: Brand attributes for the foodservice sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                        • Appendix – Household Care

                                                                                                                                                                                                                                                                                                                                            • Figure 112: Brand usage metrics for the household care sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                            • Figure 113: Key brand metrics for the household care sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                            • Figure 114: Brand experience metrics for the household care sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                            • Figure 115: Brand attributes for the household care sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                        • Appendix – Media

                                                                                                                                                                                                                                                                                                                                            • Figure 116: Brand usage metrics for the media sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                            • Figure 117: Key brand metrics for the media sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                            • Figure 118: Brand experience metrics for the media sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                            • Figure 119: Brand attributes for the media sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                        • Appendix – Retail

                                                                                                                                                                                                                                                                                                                                            • Figure 120: Brand usage metrics for the retail sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                            • Figure 121: Key brand metrics for the retail sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                            • Figure 122: Brand experience metrics for the retail sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                            • Figure 123: Brand attributes for the retail sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                        • Appendix – Technology Products

                                                                                                                                                                                                                                                                                                                                            • Figure 124: Brand usage metrics for the technology product sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                            • Figure 125: Key brand metrics for the technology product sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                            • Figure 126: Brand experience metrics for the technology product sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                            • Figure 127: Brand attributes for the technology product sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                        • Appendix – Technology Service Providers

                                                                                                                                                                                                                                                                                                                                            • Figure 128: Brand usage metrics for the technology service provider sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                            • Figure 129: Key brand metrics for the technology service provider sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                            • Figure 130: Brand experience metrics for the technology service provider sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                            • Figure 131: Brand attributes for the technology service provider sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                        • Appendix – Travel

                                                                                                                                                                                                                                                                                                                                            • Figure 132: Brand usage metrics for the travel sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                            • Figure 133: Key brand metrics for the travel sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                            • Figure 134: Brand experience metrics for the travel sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                            • Figure 135: Brand attributes for the travel sector, January 2015-September 2017
                                                                                                                                                                                                                                                                                                                                        • Appendix – Brands Covered