Beefeater has topped the list for UK’s biggest brand movers between February and March 2021. The pub chain registered positive movement across 13 out of 14 YouGov BrandIndex metrics to top the overall list. Multiple hospitality sector brands made it into the top five this month as news of a national reopening for pubs and restaurants did the rounds in the UK.
The data is drawn from the second edition of YouGov BrandIndex Biggest Brand Movers, a monthly analysis tracking the five brands that register positive movement across the most BrandIndex metrics within the UK.
Beefeater was able to make gains in BrandIndex media metrics such as Ad Awareness, Word of Mouth and Buzz during its promotional campaigns. Those surges were accompanied by major improvements in Brand Health metrics such as Awareness, Index, Quality, Value, Impression and Satisfaction. It also ticked every box in the Purchase Funnel metrics category, scoring high in Consideration, Purchase Intent and Current Customer.
Italian sportswear brand Lotto registered significant movement in Ad Awareness and Word of Mouth. It also witnessed spikes in Awareness, Index, Quality, Impression, Reputation, Satisfaction and Recommendation. Purchase funnel metrics like Consideration, Purchase Intent and Current Customers also rose appreciably.
Tied for second place on the list with Lotto was Toby Carvery. The restaurant chain leapt forward in media metrics such as Ad Awareness, Word of Mouth and Buzz. The brand registered spikes in brand health and purchase funnel metrics too. Fast food chain Nando’s rose in all but two (Quality and Recommend) BrandIndex metrics to tie for the second spot.
Among other hospitality brands, Brewers Fayre and Slug & Lettuce tied for third place. Both brands saw upward movement in the media metric category (Ad Awareness, Word of Mouth and Buzz), and also enjoyed rising Awareness, Quality, Impression and Satisfaction. Brewers Fayre showed growth in every Purchase Funnel metric, while Slug & Lettuce witnessed climbs in Consideration and Purchase Intent.
Packaged food brands Kinder Bueno and Kinder Surprise also finished third, alongside leisure and sportswear brand Pringle.
The Pokémon franchise, which celebrated its 25th anniversary at the end of February came in at fourth. Ad Awareness and Buzz metrics witnessed meaningful rise, as did brand health metrics such as Index, Quality, Impression, Satisfaction and Recommend. The brand ticked off all boxes under YouGov’s purchase funnel metrics as well.
PayPoint tied with Pokémon for fourth. Real estate website Zoopla, which launched a 10-week multi-channel campaign to target wealthy home-owners at the end of 2020, closed the list out at fifth place, registering marked gains in metrics such as Word of Mouth, Index, Value, Recommend, Consideration, Purchase Intent and Current Customer.
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Methodology
Data for the Biggest Brand Movers in April compared statistically significant score increases across all BrandIndex metrics between February and March 2021. Brands are ranked based on the number of metrics that saw a statistically significant increase from month to month. Metrics considered are:
Media Metrics
Ad Awareness – Whether a consumer has seen or heard an advertisement for a brand in the past two weeks
Word of Mouth – Whether a consumer has talked about a brand with family or friends in the past two weeks
Buzz – Whether a consumer has heard anything positive or negative about a brand in the past two weeks (net score)
Brand Health Metrics
Awareness – Whether or not a consumer has ever heard of a brand
Index – A measure of overall brand health that takes the average of Impression, Quality, Value, Satisfaction, Recommend, and Reputation scores
Quality – Whether a consumer considers a brand to represent good or poor quality
Value – Whether a consumer considers a brand to represent good or poor value for money
Impression – Whether a consumer has a positive or negative impression of a brand
Reputation – Whether a consumer would be proud or embarrassed to work for a particular brand
Satisfaction – Whether a consumer is currently a satisfied or dissatisfied customer of a particular brand
Recommend – Whether a consumer would recommend a brand to a friend or colleague or not
Purchase Funnel Metrics
Consideration – Whether a consumer would consider a brand or not the next time they are in the market for a particular product
Purchase Intent – Whether a consumer would be most likely or unlikely to purchase a specific product
Current Customer – Whether a consumer has purchased a given product or not within in a specified period of time
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