Google, Amazon and Marks & Spencer remain the healthiest brands in the UK in the eyes of consumers for the third year running, according to the annual YouGov BrandIndex league table of brands published this week.
In fact, the top six are the same as in 2010, with the BBC, Heinz and Sony again following the top three. The fact, too, that the top 20 has only one new entrant – cosmetics brand Dove – demonstrates the importance of perception and how long it takes to cultivate a positive image, says YouGov.
FMCG names are the most common within the top 20, accounting for seven entries, three of which are the confectionery brands Cadbury, Thorntons and Maltesers. There are also four technology brands.
Three brands which seem to dominate the news and consumer discussions are, comparatively, fairly low down in the overall ratings. Apple, Facebook and Twitter are 40th, 182nd and 615th, respectively, in the list.
Microsoft was the most highly-rated brand in the IT/office technology sector, while Nokia took the honours in the mobile/PDA sector. Skype won out in the telecoms sector and Money Saving Expert scooped the lead in online services. Virgin Atlantic was the most-highly rated airline; the Post Office led the way for high-street banks, and Premier Inn topped the list of travel agents/hotels/guides.
Sarah Murphy, YouGov’s associate director, BrandIndex, said: “It’s been a tough year for the leading brands; very few have managed to improve their perceptions in consumers’ eyes.”