Lidl and Ferrari Considered the UK's Most Desirable Brands

LONDON, July 1, 2013 /PRNewswire/ --

Study reveals that Lidl and Ferrari are brands of 'substance', inspiring pride and energy amongst customers in times of austerity

The latest 'Brand Desires' study released today has shown that both Lidl and Ferrari have established clearly defined roles in people's lives, which provoke emotion and achieve recognition from their customers.  The results revealed that Lidl gained 80% in brand desirability this year, making it the best performer in its sector.  Asda and Morrisons scored 61% while Waitrose scored -9%.

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This study is the result of three years' of mined data from 60,000 consumers designed to establish which UK brands have the greatest resonance and generate the strongest connection with its target audience. For the first time, the study has included sales performance as one of the key criteria to designate the impact of the brands, as well as 'desirability' amongst UK consumers.

Commenting on the report, Maurice Saatchi and James Osmond, say: "Many of the brands that have increased their desirability in this year's survey, have done so because they have proven that they are brands of substance in a society of cynics. When cynicism is high, authenticity cuts through".

The report produced by Saatchi and Osmond's brand consultancy Clear considers Lidl to have outperformed its competitors by remaining loyal to its roots of providing quality, value and efficiency. Osmond goes on to say "It just goes to show that a strong brand, with a clear sense of purpose, that continuously evolves, can carry you through even the most challenging of times".

As Lidl UK becomes ever-more relevant to the British consumer and with its market share tipping a record of 3%*, Lidl is a brand that continues to power ahead.

*Kantar World Panel June 2013.

SOURCE Lidl UK GMBH