Sports Direct and Southern Trains among most improved UK brands – survey
John Lewis was voted the best brand based on consumer’s perceptions of quality, value, satisfaction and reputation, according to YouGov.
Sports Direct and Southern Trains have been named among the most improved brands by UK consumers in a ranking topped by John Lewis.
John Lewis and Marks & Spencer came first and third respectively in the annual YouGov “brand health” list, based on consumers’ perceptions of quality, value, satisfaction and reputation.
BBC-related brands – iPlayer and BBC One – took second and ninth positions while Heinz was voted into fourth place.
Ikea and the cheese brand Cathedral City were both new entrants in this year’s top 10, taking fifth and eighth place respectively.
Samsung and Amazon, who also both made the global top 10, took sixth and seventh places, while pharmacy chain Boots took 10th place.
Sports Direct’s score improved by 6.2 points to minus 6.2 – similar to mid-2016 levels – after a period away from negative headlines regarding its working practices to make it the most improved brand.
Similarly, Southern Trains – long blighted by strikes, cancellations and related media coverage – has also seen its score improve by 4.8 points to minus 11.3.
Fashion chain Primark also made a notable leap in the past year to move from negative to positive brand health with a 3.6-point improvement to take it to a score of 2.7.
Amelia Brophy, YouGov’s head of brands, said: “Over the past year the retail sector has struggled to combat problems arising from ferocious online competition and increased business costs.
“However, in the face of this, the public clearly retains an affection for traditional high street brands with long and rich histories, such as John Lewis and Marks & Spencer.
“Similarly, while the BBC has faced challenging headlines over the past 12 months, the public clearly still rates what the corporation offers and iPlayer and BBC One continue to be in strong brand health.”