Brands in UK may be affected by loyalty- new survey reveals

There are many surveys out there looking the biggest brands out there and how they have increased their success through a strong intellectual property stance.

However, the latest survey to catch people’s attention is the first of its kind.

The UK Brand Loyalty Index has gathered data from 5,000 consumers asking their thoughts on the most popular brands in a wide range of products and services and how they interact to them.

The questions asked to consumers focused on their readiness to switch to other brands, the reasons why they stick with specific brands and the actions of a business which would influence a consumer to change brands.

This survey has mapped out an interesting picture of how the UK consuming public interacts with brands, in a world where a brand can have a big influence of a person’s life.

Looking at the overall results, it is interesting to note the lack of British brands within the top 50, which was dominated by international brands.

The British brand who the public are most loyal to, ranking third, is Marmite of all things. This has come as a bit of a surprise as many falls into the ‘hate it’ category. However, the lack of competition in the market and the longevity and familiarity of the product is cited for its high ranking.

It is not surprising that the top two spots were taken by Samsung and Apple, with Samsung pipping Apple to the post as the brand most are loyal to. Samsung’s success comes even after the quality issues widely reported about their Galaxy Note 7 model.

The Top 50 was dominated by technology with Netflix coming in at 10^th place and Sky TV in at 6^th.  Food and Drink were also popular brands, with Heinz and Kellogg’s joining Marmite in the top 10.

The survey not only created a ranking for brands but also highlighted the reasons why a consumer will be more loyal to one brand over another. The survey revealed that consumers are looking for consistently high quality at a cost-effective price point, and will not be afraid to switch brands to achieve that.

It will be interesting to see how this survey effects the way businesses attract consumers and how the results will differ the next time the survey is completed.

If you would like more information on how to protect your brand, contact The Trademarkroom team today.

By Ellis Sweetenham