Here are the top 10 UK brands of 2013, as nominated by YouGov’s BrandIndex.
This is based on brand perception, acquired by conducting approximately 3,700 daily interviews and asking the question “If you’ve heard anything about the brand in the last two weeks through advertising, news or word of mouth, was it positive or negative?”
It seems the most popular brand of 2013 in terms of positive regard is the BBC iPlayer, which has remained at the top spot for the last two years.
It’s difficult to argue with the quality of BBC’s streaming service, especially when comparing it to the competition from other broadcasters. Perhaps just by not running an inexcusable amount of adverts, having a simple interface and providing easy access to all of its content from the homepage means it’s an easy win.
Of course having Sherlock, Doctor Who and The Great British Bake Off, three of the most warmly regarded and buzz-worthy programmes of recent years, helps an awful lot too. Read more on the user experience of BBC iPlayer and its rivals here.
John Lewis remains at number two and it’s pretty clear how year-on-year it manages to retain its positive opinion. Read David Moth’s article for more on John Lewis’s Christmas ad The Bear and the Hare and its record breaking social media success.
Samsung has risen from number nine last year and is now the highest placing technology brand, whilst Apple has dropped out of the top 10 completely. This is due to Samsung’s successful marketing campaigns, especially on social video where it owns YouTube and Vine. Samsung may have also received some residual approval following Apple’s problematic iOS7 update earlier in 2013.
The rest of the top five is rounded out with two new entries from Aldi and Dyson. Aldi has successfully begun to shed its image as a mega-low-budget supermarket and instead has positioned itself as a supermarket that sells quality products at low prices. This message was supported by a rather cheeky advertising campaign that no doubt won over customers from the ‘big four’. Aldi is now the highest placing supermarket brand.
Here are the top 10 brands in full:
- BBC iPlayer
- John Lewis
- Marks and Spencer
For more on UK brands and ecommerce, here’s our Christmas 2013 stats round up.