For the half-year to 30 June 2014, the IPKat's regular team is supplemented by contributions from guest bloggers Alberto Bellan, Darren Meale and Nadia Zegze.

Two of our regular Kats are currently on blogging sabbaticals. They are David Brophy and Catherine Lee.

Sunday, 15 July 2012

Of brands and bunk: the Yougov BrandIndex hits town

It's a tough life if you
are a branded Kat ...
For all those readers who like quick statistics (you know who you are!), the results of the Midyear 2012 YouGov BrandIndex which were released earlier this week. The methodology is simple. Respondents were asked:
"If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?" 
The BrandIndex is an overall brand health measure – an average of the six measures of brand’s health: Impression, Quality, Value, Satisfaction, Advocacy and Reputation. According to its website, BrandIndex claims to have interviewed 2,000 nationally representative respondents each day.

Survey response rankings are provided for the US, UK, Chile, Saudi Arabia, Sweden, Germany (where Nivea comes out top), France, Denmark, the United Arab Emirates, Chile, Mexico and Norway.  The only Kat in the rankings is Kit Kat, which rates highly in Saudi Arabia.

Here are the Top Buzz results for the UK and the USA

In the United Kingdom:
1. BBC iPlayer 
2. Amazon

3. Marks & Spencer

4. John Lewis

5. MoneySavingExpert.com

6. Apple

7. Sainsbury’s

8. Cathedral City

9. Samsung

10. Google
In the United States:
1. Subway

2. Cheerios

3. Amazon.com

4. History Channel

5. Ford

6. Discovery Channel

7. Lowe’s

8. Olive Garden

9. YouTube

10. Google
The IPKat is trying to formulate some great truths that can be drawn from the two nations' respective preferences.   Can anyone help him?

Merpel is much amused by the observation that, while Henry Ford famously exclaimed: "History is bunk", the Ford brand trails the History Channel in the US list.

1 comment:

Stephen Robertson said...

Saw the Yougov results – it demonstrates two passions or perhaps two different ways of handling a recession:

Food & TV in the States
Technology and Shopping in the UK

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