LONDON, July 1, 2013 /PRNewswire/ --
Leading global marketing strategy business, Clear, part of M&C Saatchi group, today announced the launch of the third installment of Brand Desire, the world's largest study into why we love the brands we love.
The study is a thorough analysis of 3years of data compiled from over 60,000 consumers on 900+ brands in six countries to identify what creates, destroys and sustains Brand Desire.
James Osmond, Clear's CEO says, "In this year's study we have investigated the relationship between desirability and commercial performance more thoroughly than ever before, uncovering exactly how brand owners can best leverage the drivers of Brand Desire to impact business performance".
WINNERS
Top Ten Desirable Brands: UK
1.Apple
2.iPhone
3.Ferrari
4.Tiffany
5.Marmite
6.iTunes
7.Amazon
8.iPad
9.Cadbury's
10.Dyson
It's anyone's game. Any brand can be desirable. In the UK, Lemsip is more coveted than Gucci, Pampers is just as sought after as Chanel, Lidl is more appealing than Selfridges and Durex as desirable as Aston Martin. It's not just luxury brands that hold the top spots.
Many of the results show we're still feeling the effects of austerity. In times of lower disposable income, value retailers such as Lidl (+80%), Ikea (+53%) and Morrisons (+61%) have seen some of the biggest jumps in desire this year. Lidl is now as desirable as Selfridges! Similarly, brands like Amazon (#7), Trip Advisor (#11), Lastminute.com (+43%) and eBay (+59%) which help customers get the best value for their money are proving an immense success.
Apple Reigns - Apple dominates 4 out of the 10 most desirable brands - testament to the brand's maintained strength and equity. However, although Apple retains the top spot, it's barely held on to it. Rival Samsung leapt in desirability (+22%) compared to Apple's +1%, and with iPad plunging in desirability this year (-23%), it seems the Apple brand isn't invincible.
LOSERS
Tobacco, Banks and Budget Airlines finished last in the desirability race.
Facebook fails to impress. Facebook was one of the lowest scores on 'a brand I respect' - only 19% of consumers said this! Facebook was also seen as the least reliable brand (6%), even below Ryanair and RBS, and received one of the lowest scores on reassuring (5%), the lowest was 4%.
Tax takes its toll on Google as the brand takes a -38% dive in desire in the UK!
WHSmith officially Britain's least desired retail brand, it came is as less cool than Anusol and the least exciting brand overall, lower than Sudafed and AXA (WHSmith 1%, Sudafed and AXA both 2%)
Ryanair scores lowest on 'a brand I respect' - Alongside Camel cigarettes, Ryanair scraped a measly 5%.
RBS is the 2nd least desirable UK brand, right after Camel. 28 Brand Desire score, Camel scored 16.
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