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BRAND LEADERS - UK - DECEMBER 2017

Published By :

Mintel

Published Date : Dec 2017

Category :

Lifestyle

No. of Pages : N/A

Whether consumers are sympathetic towards their motivation or not, market-leading brands are using their resources towards the betterment of society. Of course, brands benefit from this in return through the positive consumer perceptions that are generated, whilst the popularity and widespread influence of the brands at large means that, whatever their intentions, they are capable of effecting change.

Table of Contents

OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
Brand overview
FMCG brands have high usage
Figure 1: Top ranking of brands by overall usage, January 2015-September 2017
Tech brands intervene in last year
Figure 2: Top ranking of brands by usage in the last 12 months, January 2015-September 2017
Trust as a building block
Figure 3: Top ranking of brands by agreement with “A brand that I trust”, January 2015-September 2017
Not necessarily a link between high price and high quality
Figure 4: Top ranking of brands by agreement with “A brand that is consistently high quality”, January 2015-September 2017
Customer service leads to positive experience
Figure 5: Top ranking of brands by agreement with “A brand that has great customer service”, January 2015-September 2017
Dyson’s technological advancement stands out
Figure 6: Top ranking of brands by agreement with “A brand that is innovative”, January 2015-September 2017
Exclusive, quality brands create pride and satisfaction
Figure 7: Top ranking of brands by satisfaction (Net of “Good” and “Excellent” reviews), January 2015-September 2017
Usage influences higher commitment
Figure 8: Top ranking of brands by commitment (Net of “This is a favourite brand” and “I prefer this brand over others”), January 2015-September 2017
Many, but not all, value brands rely on price
Figure 9: Top ranking of brands by agreement with “A brand that offers good value”, January 2015-September 2017
Ethical profile of brands improving
Figure 10: Top ranking of brands by agreement with “ethical”, January 2015-September 2017
Brands noted for specific attributes stand out
Figure 11: Top ranking of brands by perceived differentiation (Net of “It’s a unique brand which really stands out from other brands” and “It stands out as being somewhat different from other brands”), January 2015-September 2017
What we think
BRAND OVERVIEW – WHAT YOU NEED TO KNOW
FMCG brands have high usage
Trust as a building block
Not necessarily a link between high price and high quality
Customer service leads to positive experience
Dyson’s technological advancement stands out
Exclusive, quality brands create pride and satisfaction
Usage influences higher commitment
Many, but not all, value brands rely on price
Ethical profile of brands improving
USAGE LEADERS
FMCG brands have high usage
Figure 12: Top ranking of brands by overall usage, January 2015-September 2017
Tech brands intervene in last year
Figure 13: Top ranking of brands by usage in the last 12 months, January 2015-September 2017
Technology brands also benefit from frequent contact
Figure 14: Top ranking of brands by proportion of users who describe their usage as “all the time”, January 2015-September 2017
Beko’s proposition lends itself to frequent usage
TRUST LEADERS
Trust acts as building block
Figure 15: Top ranking of brands by agreement with “A brand that I trust”, January 2015-September 2017
A significant minority earn more trust than usage
QUALITY LEADERS
Not necessarily a link between high price and high quality
Figure 16: Top ranking of brands by agreement with “A brand that is consistently high quality”, January 2015-September 2017
Premium brands sometimes benefit from reputation of quality
CUSTOMER SERVICE LEADERS
Customer service leads to positive experience
Figure 17: Top ranking of brands by agreement with “A brand that has great customer service”, January 2015-September 2017
Opportunity to increase customer service methods
INNOVATION LEADERS
Innovation drives image of being worth paying more for
Brands considered innovative in FMCG tend to be market leaders
Figure 18: Top ranking of brands by agreement with “A brand that is innovative”, January 2015-September 2017
BRAND EXPERIENCE LEADERS
Exclusive, quality brands create pride and satisfaction
Certain functional brands able to compete on satisfaction
Figure 19: Top ranking of brands by satisfaction (Net of “Good” and “Excellent” reviews), January 2015-September 2017
Premium brands also likely to create enthusiasm
Figure 20: Top ranking of brands by “Excellent” reviews, January 2015-September 2017
Brands gain recommendation from average reviews
Figure 21: Top ranking of brands by likely recommendation, January 2015-September 2017
LOYALTY LEADERS
A number of ways to define loyalty
Usage influences higher commitment
Figure 22: Top ranking of brands by commitment (Net of “This is a favourite brand” and “I prefer this brand over others”), January 2015-September 2017
16-34s tend to be more likely to associate themselves with brands
Figure 23: Top ranking of brands by agreement with “This is a favourite brand”, January 2015-September 2017
VALUE LEADERS
Many value brands rely on price
Other brands noted for value likely to be based on experience
Figure 24: Top ranking of brands by agreement with “A brand that offers good value”, January 2015-September 2017
ETHICAL LEADERS
Ethical profile of brands improving
Figure 25: Top ranking of brands by agreement with “ethical”, January 2015-September 2017
Brands launching eco-friendly products
Tackling the ocean plastic problem
DIFFERENTIATION LEADERS
Brands noted for specific attributes stand out
Figure 26: Top ranking of brands by perceived differentiation (Net of “It’s a unique brand which really stands out from other brands” and “It stands out as being somewhat different from other brands”), January 2015-September 2017
BRAND LEADER ACTIVITY – WHAT YOU NEED TO KNOW
Ocean plastic becomes an important topic
Brands looking to improve consumer health and wellbeing
Brands continue to seek influence of vloggers and YouTube stars
Smart products extending reach
Collaborations take prominence
Brands taking on augmented reality
Brands extend vegan products available
AUTOMOTIVE
Ford
The new Ford Fiesta prompts continued take-up
Ford integrates Alexa into cars
Figure 27: Alexa integration in Ford vehicles, January 2017
Electric car investment plans
Figure 28: Ford electric vehicle plan, January 2017
Ford and public transport
BMW
BMW noted for innovation
The first brand to use Snapchat’s augmented reality lens
Figure 29: BMW and Snapchat AR lens, November 2017
Mercedes-Benz
Mercedes-Benz uses technology to improve customer experience
Figure 30: Ask Mercedes app, November 2017
AA
AA to assist members in need of a charge
BEAUTY AND PERSONAL CARE
Colgate
Colgate’s catch-all launch activity
Further blurring line with beauty bloggers and sponsorship
Figure 31: ‘The Perfect Foundation’ campaign for Colgate Expert White, July 2017
Advertising links teeth with confidence and romance
Figure 32: ‘Are You Totally Ready for Mr Right?’ campaign for Colgate Total, July 2017
Lush
Lush’s ethical initiatives contribute towards standout
The Lush Spa Experience
Figure 33: The Lush Spa Experiment, October 2017
Lush’s Sleepy body lotion goes viral
Figure 34: Tweet about Lush Sleepy Body Lotion, November 2017
Gillette
Gillette designs razor to shave someone else
Figure 35: Gillette TREO, October 2017
Gillette backs Movember and other male initiatives
Figure 36: Gillette Movember Tweet, November 2017
NIVEA
NIVEA joins forces with Matthew Williamson for longer-lasting love
Figure 37: NIVEA x Matthew Williamson Black & White deodorant, November 2017
NIVEA Q10+C launch sees continuation of blogger activity
Figure 38: Beiersdorf NIVEA Q10+C Anti-wrinkle + Energy range, September 2017
NIVEA launches product with event at London Cryo
Figure 39: London Cryo and NIVEA launch of Body Essential Deep Moisture Serum, October 2017
NIVEA sponsors The Voice
Figure 40: Lauren Murphy backstage with The Voice UK contestants as part of NIVEA Sponsorship, April 2017
DRINK
Coca-Cola
Coca-Cola present at reopening of Piccadilly Lights
Figure 41: The relaunch of Piccadilly Lights, October 2017
Coca-Cola loses Life
Ambitious plans to recover packaging may boost ethical image
Figure 42: Coca-Cola: A Bottle Love Story, August 2017
Park Lives to get people active
Rekorderlig
Rekorderlig sampling vans to increase trial
Figure 43: Rekorderlig sampling station at Gunwharf Quays, June 2017
Use of bloggers as brand ambassadors
Capitalising on the trend for Scandinavia
Nescafé
Nescafé Gold undergoes a refresh
Figure 44: Nestlé Nescafé Gold relaunch, 2017
Continuation of limited edition Azera tins
The coffee shop without any coffee
Robinsons
Targeting lower-sugar and premium alternatives
Figure 45: Britvic Robinsons Refresh’d range, 2017
Innocent
Continuation of ethical initiatives maintain credentials
Innocent increases number of protein drinks available
Sampling campaign for Innocent Bubbles
Figure 46: Innocent Bubbles canteen tour, September 2017
FASHION
Nike
Nike attempting to break the two-hour mark for the men’s marathon
Vegan shoe being launch globally in 2018
Nike launches hijab for women
Figure 47: Zahra Lari modelling the Nike hijab on International Women’s Day, March 2017
Victoria’s Secret
Focus on the Angels
Collaboration with Balmain
adidas
adidas launches two apps
Figure 48: The adidas App, November 2017
Championing creativity
Originals range gets modernised with ocean plastic
The Cambridge Satchel Company
The brand seeks to grow
Free personalisation to add something special
Collaborations boost perceptions
Figure 49: Cambridge Satchel Company collaboration with Brompton Bicycles, March 2017
Blogger in residence and social media takeover
FINANCIAL SERVICES
Nationwide
Nationwide launches new mortgage products
Flagship branches open
Figure 50: Nationwide flagship branch interior, November 2017
Nationwide sets aside £250k for northern housing causes
Bupa
2017 includes free check-ups and an increase in services
Bupa launches the Wellbeing Edit
Comparethemarket.com
Rewarding loyalty through giveaways
Figure 51: Rick and Russell at the Movies Episode 2, May 2017
Research and understanding
Letters of Life
Post Office
Post Office demonstrates commitment to branch network
The launch of multi-currency pre-paid travel card
A focus on first-time buyers
FOOD
Heinz
“Beanz Meanz Heinz” turns 50
Figure 52: Beanz Meanz Heinz bus in Leeds, November 2017
Heinz sponsors NFL
Walkers
Choose Me or Lose Me promotion
Figure 53: Walkers “Choose Me or Lose Me” winners, November 2017
Movie Nights streaming promotion
Walkers United
Figure 54: Reggie Yates using the Walkers United Snapchat Lens, March 2017
Revamping product ranges
Ben & Jerry’s
Ben & Jerry’s launches vegan variants in UK
Figure 55: Unilever Ben & Jerry’s non-dairy ice cream launches, September 2017
Ben & Jerry’s backs refugees
Figure 56: Together for Refugees Home Safe Home, June 2017
FOODSERVICE
McDonald’s
Launch of The Signature Collection to increase premium perceptions
Figure 57: McDonald’s Signature Collection, September 2017
McCafé coffee advert about simpler offerings
Figure 58: McDonald’s McCafé advertising campaign, October 2017
McFlurry van at festivals
McDelivery with UberEATS
YO! Sushi
Engaging younger eaters
Figure 59: YO! Sushi Mini Ninja School, July 2017
Afternoon tea at Selfridges
Pizza Hut
Pizza Hut launches a VIP black card
Figure 60: The Sidemen with their Pizza Hut VIP Black Card, October 2017
Strengthening links with influencers at Upload Event
World’s first pizza box remixer
Pizza Hut brings the fun in Ibiza
Figure 61: #PizzaHutRocks Hangover Hut, July 2017
Greggs
Greggs ups its ethical engagement
Greggs launches an advent calendar
Figure 62: Greggs advent calendar, November 2017
Greggs Minimise Me promotes healthy menu
Greggs opens a drive-thru
HOUSEHOLD CARE
Fairy
Fairy bubbles installation
Figure 63: Fairy Bubbles Project, April 2017
Fairy launches ocean plastic bottles
Figure 64: Fairy ocean plastic bottle, October 2017
Partnership with FareShare to help those in need
Figure 65: Fairy’s FareShare promotion, November 2017
Dyson
Electric cars in response to air pollution
Figure 66: Dyson electric car drawings, September 2017
James Dyson Award winner
Yankee Candle
Yankee Candle launches first TV ad
Figure 67: Yankee Candle UK Christmas advert, November 2017
Yankee Candle adds personalisation service
Ecover
Ecover goes further with ocean plastic
Figure 68: Ecover limited edition ocean plastic Sea Kelp and Orange washing-up liquid, November 2017
Where Ecover leads, others follow
Potential Ecover purchase by SC Johnson
MEDIA
Good Housekeeping
The new Good Housekeeping Humanitarian Seal
Good Housekeeping hosts event at Chelsea Flower Show
Figure 69: Good Housekeeping event in Jardin Blanc at RHS Chelsea Flower Show, June 2017
Vogue
Edward Enninful comes in
RETAIL
Tesco
Preventing food waste and encouragement of healthy eating
Tesco adopts other ethical initiatives
Figure 70: Tweet showing Tesco in-store signage highlighting coverage of Tampon Tax, September 2017
Clubcard goes contactless
Enhancing convenient delivery
Checking out in the slow lane
Amazon
Amazon continues to drive innovation
Amazon Smile enhances charitable contribution
Figure 71: Amazon smile supporting Marie Curie, November 2017
Amazon Echo
Extensions to Amazon Prime
eBay
Furthering individuality and avoiding ‘beige shopping’
Figure 72: eBay ‘The Art of Shopping’ neuroscience exhibition, October 2017
Adding delivery to Doddle
This Morning Live to strength fashion links
IKEA
IKEA Place app
Figure 73: IKEA Place mobile app, September 2017
IKEA collaborations to promote reputation for design and ethics
Sheffield Supertram makeover
Figure 74: IKEA makeover of a Sheffield Supertram, September 2017
IKEA rugs in Game of Thrones
Marks & Spencer
A focus on enjoying quality experiences
M&S Plan A 2025
M&S fights breast cancer
Partnership with Wasabi sushi
Figure 75: First Wasabi counter in a Marks & Spencer Foodhall in Stratford, October 2017
M&S Frazzled Café
Figure 76: Marks and Spencer Frazzled Café, October 2017
TECHNOLOGY PRODUCTS
Google
Google hardware launches in 2017
Figure 77: Google Pixel 2 range, October 2017
Google Translate Tour
Google driverless cars
Apple
iPhone X launch
Figure 78: Apple Pay using Face ID on iPhone X, November 2017
Apple set to enter smart home assistance market in 2018
Samsung
2017 launches help Samsung back on track
Further innovation to come in 2018
The Frame adds design to TVs
Figure 79: The Frame TV by Samsung, October 2017
Live 360 with Royal Blood
The Domestics YouTube series to promote home appliances
Figure 80: The Domestics by Samsung, September 2017
TECHNOLOGY SERVICES
Sky
Changes to Sky’s sport line up
Sky launches a loyalty scheme
Figure 81: Tweet thanking Sky for free prize from Sky VIP loyalty scheme, September 2017
Sky becomes quad-play with Sky Mobile launch
Sky Ocean Rescue to promote ocean plastic fight
Figure 82: Sky Volvo Ocean Race team, October 2017
Netflix
Netflix continues to add new content
Netflix perception means it risks a price increase
Netflix and download
Netflix creates candle to accompany TV show
TRAVEL
Premier Inn
Ad campaign showing the number of different reasons for visiting
Premier Inn boosts customer experience for younger visitors
TripAdvisor
Comparison sites growing in prominence
Trip Maximisers to boost real expertise
TripAdvisor uses own information to highlight best deals
Virgin Holidays
Virgin Holiday to extend experience from the first moment….
…until the last
Figure 83: Virgin Holidays Departure Beach, June 2017
Marketing activity promotes the experience of a holiday
Catering for non-nuclear families
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
APPENDIX – AUTOMOTIVE
Figure 84: Brand usage metrics for the automotive sector, January 2015-September 2017
Figure 85: Key brand metrics for the automotive sector, January 2015-September 2017
Figure 86: Brand experience metrics for the automotive sector, January 2015-September 2017
Figure 87: Brand attributes for the automotive sector, January 2015-September 2017
APPENDIX – BEAUTY AND PERSONAL CARE
Figure 88: Brand usage metrics for the BPC sector, January 2015-September 2017
Figure 89: Key brand metrics for the BPC sector, January 2015-September 2017
Figure 90: Brand experience metrics for the BPC sector, January 2015-September 2017
Figure 91: Brand attributes for the BPC sector, January 2015-September 2017
APPENDIX – DRINK
Figure 92: Brand usage metrics for the drinks sector, January 2015-September 2017
Figure 93: Key brand metrics for the drinks sector, January 2015-September 2017
Figure 94: Brand experience metrics for the drinks sector, January 2015-September 2017
Figure 95: Brand attributes for the drinks sector, January 2015-September 2017
APPENDIX – FASHION
Figure 96: Brand usage metrics for the fashion sector, January 2015-September 2017
Figure 97: Key brand metrics for the fashion sector, January 2015-September 2017
Figure 98: Brand experience metrics for the fashion sector, January 2015-September 2017
Figure 99: Brand attributes for the fashion sector, January 2015-September 2017
APPENDIX – FINANCIAL SERVICES
Figure 100: Brand usage metrics for the financial services sector, January 2015-September 2017
Figure 101: Key brand metrics for the financial services sector, January 2015-September 2017
Figure 102: Brand experience metrics for the financial services sector, January 2015-September 2017
Figure 103: Brand attributes for the financial services sector, January 2015-September 2017
APPENDIX – FOOD
Figure 104: Brand usage metrics for the food sector, January 2015-September 2017
Figure 105: Key brand metrics for the food sector, January 2015-September 2017
Figure 106: Brand experience metrics for the food sector, January 2015-September 2017
Figure 107: Brand attributes for the food sector, January 2015-September 2017
APPENDIX – FOODSERVICE
Figure 108: Brand usage metrics for the foodservice sector, January 2015-September 2017
Figure 109: Key brand metrics for the foodservice sector, January 2015-September 2017
Figure 110: Brand experience metrics for the foodservice sector, January 2015-September 2017
Figure 111: Brand attributes for the foodservice sector, January 2015-September 2017
APPENDIX – HOUSEHOLD CARE
Figure 112: Brand usage metrics for the household care sector, January 2015-September 2017
Figure 113: Key brand metrics for the household care sector, January 2015-September 2017
Figure 114: Brand experience metrics for the household care sector, January 2015-September 2017
Figure 115: Brand attributes for the household care sector, January 2015-September 2017
APPENDIX – MEDIA
Figure 116: Brand usage metrics for the media sector, January 2015-September 2017
Figure 117: Key brand metrics for the media sector, January 2015-September 2017
Figure 118: Brand experience metrics for the media sector, January 2015-September 2017
Figure 119: Brand attributes for the media sector, January 2015-September 2017
APPENDIX – RETAIL
Figure 120: Brand usage metrics for the retail sector, January 2015-September 2017
Figure 121: Key brand metrics for the retail sector, January 2015-September 2017
Figure 122: Brand experience metrics for the retail sector, January 2015-September 2017
Figure 123: Brand attributes for the retail sector, January 2015-September 2017
APPENDIX – TECHNOLOGY PRODUCTS
Figure 124: Brand usage metrics for the technology product sector, January 2015-September 2017
Figure 125: Key brand metrics for the technology product sector, January 2015-September 2017
Figure 126: Brand experience metrics for the technology product sector, January 2015-September 2017
Figure 127: Brand attributes for the technology product sector, January 2015-September 2017
APPENDIX – TECHNOLOGY SERVICE PROVIDERS
Figure 128: Brand usage metrics for the technology service provider sector, January 2015-September 2017
Figure 129: Key brand metrics for the technology service provider sector, January 2015-September 2017
Figure 130: Brand experience metrics for the technology service provider sector, January 2015-September 2017
Figure 131: Brand attributes for the technology service provider sector, January 2015-September 2017
APPENDIX – TRAVEL
Figure 132: Brand usage metrics for the travel sector, January 2015-September 2017
Figure 133: Key brand metrics for the travel sector, January 2015-September 2017
Figure 134: Brand experience metrics for the travel sector, January 2015-September 2017
Figure 135: Brand attributes for the travel sector, January 2015-September 2017
APPENDIX – BRANDS COVERED

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