Amazon is best brand for UK consumers

16 July 2012

LONDON: Amazon, Google and the BBC's iPlayer are the brands held in the highest regard by UK shoppers, a survey of consumers by YouGov, the research firm, has shown.

Amazon, the ecommerce firm, took the top spot on an index score of 58.1 points, despite seeing its total fall by 0.6 points from 2011. "Amazon's rise to the top re-iterates its dominance in the online retail space," the study said.

"A recent signing with Waterstones to sell its e-reader, alongside the imminent launch of an Android Appstore in Europe further positions themselves as a player not just in the online retail space but in the broader tech space more generally.

Google, the online giant, occupied second place, but was also down by 5.3 points, to 54.8 points, a trend suggesting its long-standing appeal could be "starting to wane".

"Privacy issues earlier in the year, combined with Google+ being widely regarded as a flop, may have dented the brand's image," the study added.

"Despite this, Google remains in a strong position:  the recent acquisition of Motorola further strengthens its offering ... and innovations such as Google Glasses reinforce the brand's status as pioneers in its field."

The BBC iPlayer, the broadcaster's online video-on-demand service, came next on 53.7 points, ahead of Marks & Spencer, the retailer, with 52.2 points.

Completing the top five was the BBC as a whole, on 51.7 points. Heinz, the food company, yielded 47.9 points, while John Lewis, the department store chain, secured 46.5 points, and Sony, the electronics manufacturer, registered 45.2 points.

The new entries to the top 20 were Samsung, the electronics specialist, in 13th, Freeview, the digital TV platform, in 14th, and Dyson, which makes products like vacuum cleaners and fans, in 18th.

Brands falling out of the rankings included Dove, Unilever's beauty range, Walkers, the crisps line owned by PepsiCo, and Panasonic, the electronics group.

"The fact that there are only three newcomers in this year's ranking highlights how challenging it can be for a brand to not only cultivate a positive image but retain it.  Indeed, none of the brands in this year's ranking have managed to improve on their score from 2011," YouGov's analysis revealed.

Overall, retail and FMCG brands dominated the top 20, making up 12 of the places on the rankings. Five technology brands also featured.

Data sourced from YouGov; additional content by Warc staff