Google, Cadbury most "engaging" brands in UK - Warc News

News: February 8, 2010

Google, Cadbury most "engaging" brands in UK

LONDON: Google and Cadbury are the most "engaging" brands in the UK, research from Hall & Partners, the global communications and research agency, has revealed.

The company surveyed more than 3,000 people to discover their opinions about 75 leading brands, and conducted more in-depth research to understand their emotional associations with these products.

As part of this process, it attempted to assess the importance of "sensing" – similar to "herd" behaviour – in shaping shopper preferences, as well as the role of a variety of other issues, such as a brand's "integrity."

H&P then combined these results with data related to past and future purchase intent, and financial metrics like corporate profits and stock market expectations, to produce an overall index.

Google, the online search giant, was in first position overall, having also been named the world's most valuable brand in Millward Brown's annual BrandZ study last year.

Cadbury, the confectionary specialist recently acquired by Kraft, the US food group, was in second place, a result at least in part of its successful communications campaigns, such as its viral "Gorilla" ad.

Vanella Jackson, worldwide ceo of Hall & Partners, said "it is no surprise that Cadbury is one of the UK's most engaging brands."

"Our research has shown that their highly engaging campaigns ... have helped reinforce a very strong emotional connection and build one of Britain's best-loved brands."

Amazon, the online retailer, was in third, followed by the BBC, the broadcaster, in fourth, and Facebook, the social network, in fifth.

Marks & Spencer, the high-street chain, Sony, the electronics firm, Microsoft, the IT giant, the Olympics, and Dove, Unilever's beauty brand, closed out the top ten.

"It is interesting to note how well technology brands performed – by their very nature they facilitate greater participation, which is key to building strong, longer lasting, brand relationships," Jackson argued.

Data sourced from Hall & Partners; additional content by Warc staff, 08 February 2010

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