UK – Biggest Brand Movers – June 2021
In a growing sign of the excitement among UK consumers around the reopening of cinema halls, three multiplex brands feature in the June edition of YouGov’s Biggest Brand Movers. Vue and Odeon were tied at second place after having registered upticks in nine out of 13 YouGov BrandIndex metrics, while Cineworld claimed the joint-fourth spot. Notably, all three brands witnessed month-over-month growth in four metrics - Buzz, Satisfaction, Ad Awareness and WOM Exposure.
But the crown for Biggest Brand Mover this month goes to GHD amid the company’s 20th anniversary celebrations. The haircare brand, popular worldwide for its line of electrical products such as hair straighteners and curlers, registered significant upticks in ten metrics in May compared to April. The brand made a particularly spectacular jump in Impression scores, rising 4.7 points to 21.3. Its Value score also witnessed a 3.8-point spike to reach 5.6 points. Quality, Reputation, Recommend, Awareness, Ad Awareness, Current Customer, Consideration and Purchase Intent are the other metrics in which GHD made statistically significant upward movement.
Next on the list are Odeon and Vue. The multiplex brands sparkled in the Purchase funnel metrics of Consideration and Purchase Intent. Vue’s Consideration score jumped 3.5 points, while Odeon rose 2.7 points. Odeon also grew 2 points in Purchase Intent, while Vue rose by 1.6. Cineworld (ranked fourth) did particularly well in Ad Awareness and WOM Exposure, increasing 2.4 points and 2.7 points in those metrics respectively.
In the third spot is fashion brand Boohoo with statistically significant upticks in seven metrics. The brand witnessed a significant recovery in its dented Buzz score after it linked a £150m bonus scheme to changes in factory conditions. It jumped 3.2 points to go from -6.5 to -3.3. The Burnley-based brand was also able to recover a lot of ground in its Reputation score, going from -9.9 to -6.2. What’s more, it registered a significant increase in Impression, Value, Satisfaction, Recommend and Ad Awareness.
Moving lower down the list, appliance giant LG, video game franchise Apex Legends and property dealer Hamptons take the joint fourth spot alongside Cineworld, with gains in six YouGov BrandIndex metrics each.
South Korean electronics behemoth LG was in the news in early April for the slightly unflattering news about their decision to shut down its loss-making cell phone business. But that did nothing to dampen consumer perception about the brand. On the back of the launch of the LG G1 TV, which has received rave reviews, the brand registered upticks in Buzz, Impression, Quality, Value, Recommend and Purchase Intent. It surged ahead in the Quality metric by 6.8 points and gained a 3.7-point boost in its Recommend score too.
Apex Legends witnessed growth in Quality, Value, Satisfaction, Recommend, Consideration and WOM Exposure. The upticks may have had something to do with the announcement of a mobile version of the game. The brand also teased a new mode of the game, called Arenas, in April.
Property agent Hamptons also gained in six metrics but made the most dramatic rise in Awareness scores. The brand jumped 7.4 points to reach a score of 22.9.
Registering spikes in five metrics apiece, Freesat – a television platform – and Pandora – the jewellery maker – closed out the Brand Movers list for June. Pandora’s upticks came amid the news that the brand’s outlets will stop selling mined diamonds in favour of lab-grown ones due to ethical concerns associated with mining.
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Methodology
Data for the Biggest Brand Movers in May compared statistically significant score increases across all BrandIndex metrics between April and May 2021. Brands are ranked based on the number of metrics that saw a statistically significant increase from month to month. Metrics considered are:
Media Metrics
Ad Awareness – Whether a consumer has seen or heard an advertisement for a brand in the past two weeks
Word of Mouth – Whether a consumer has talked about a brand with family or friends in the past two weeks
Buzz – Whether a consumer has heard anything positive or negative about a brand in the past two weeks (net score)
Brand Health Metrics
Awareness – Whether or not a consumer has ever heard of a brand
Quality – Whether a consumer considers a brand to represent good or poor quality
Value – Whether a consumer considers a brand to represent good or poor value for money
Impression – Whether a consumer has a positive or negative impression of a brand
Reputation – Whether a consumer would be proud or embarrassed to work for a particular brand
Satisfaction – Whether a consumer is currently a satisfied or dissatisfied customer of a particular brand
Recommend – Whether a consumer would recommend a brand to a friend or colleague or not
Purchase Funnel Metrics
Consideration – Whether a consumer would consider a brand or not the next time they are in the market for a particular product
Purchase Intent – Whether a consumer would be most likely or unlikely to purchase a specific product
Current Customer – Whether a consumer has purchased a given product or not within in a specified period of time
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