UK – Biggest Brand Movers – July 2021

YouGov
July 13, 2021, 7:00 AM UTC

The tourism and transport sectors in the UK have been buzzing with anticipation recently, as brands look to capitalise on pent-up demand. This is well-reflected in the latest edition of YouGov’s Biggest Brand Movers, which features two airline brands (American Airlines and Qatar Airways), one travel brand (On the Beach) and one transport brand (Southern Trains). Biggest Movers recognises the brands which have seen improvements across the most metrics with British consumers each month. 

The list is topped, however, by a summer favourite in the UK – Pimm’s. The alcoholic beverage brand improved on nine YouGov BrandIndex metrics to take the top spot. Having launched a new summer-friendly product in mid-May, Pimm’s made particularly sharp gains in WOM Exposure (+4.6) and Quality (+4.0) metrics. It also witnessed gains in our Ad Awareness, Buzz, Impression, Satisfaction, Consideration, Purchase Intent and Current Customer metrics. A look back at our historical BrandIndex data reveals that Pimm’s tends to peak in many of the same metrics during the height of the British summer. 

Another iconic summer brand – Wall’s Ice Cream – appears in the second spot (tied with two other brands) with improvements across six metrics. The UK’s largest ice cream-maker saw a particularly sharp spike of 3.6 in Satisfaction scores. It also made statistically significant improvements in our WOM Exposure, Buzz, Consideration, Purchase Intent and Current Customer metrics. 

Also tied at Number 2 are American Airlines and Southern Trains. The brands both registered gains in three common metrics – WOM Exposure, Impression and Current Customer. American Airlines, which was in the news recently for extending their alcohol suspension on flights, also witnessed increases in Ad Awareness, Satisfaction and Recommend. Southern Trains gained ground in the Buzz, Value and Quality metrics. 

The remainder of the brands in this month’s ten Biggest Brand Movers all experienced growth in five metrics each. That includes two video game franchises in Minecraft and Halo, both of which made gains in WOM Exposure and Satisfaction. In addition to that, Minecraft rose in the metrics of Buzz, Quality and Consideration, while Halo leapt ahead in Reputation, Purchase Intent and Current Customer. Recently, Minecraft has launched the popular figures of Sonic and Ben10 as downloadable content. 

Lenovo, which has released a host of new products over the last few weeks including a selection of tablets in different price ranges, has gained in Impression, Reputation, Satisfaction, Purchase Intent and Current Customer. 

Car-maker Mazda rose in Buzz, Satisfaction, Recommend, Purchase Intent and Current Customer metrics on the back of news that it is scaling up its EV production

Online travel retailer ‘On the Beach’ announced in May that it was halting bookings for international trips before August 31 due to uncertainty around government restrictions. Nevertheless, the brand appears to be performing well, registering significant gains in Ad Awareness, Buzz, Impression, Reputation and Purchase Intent. Qatar Airways also gained in five metrics – Ad Awareness, WOM Exposure, Impression, Satisfaction and Current Customer – after making news for resuming flights to London for UK and Irish citizens. 

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Methodology

Data for the Biggest Brand Movers in May compared statistically significant score increases across all BrandIndex metrics between April and May 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

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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