UK – Biggest Brand Movers – February 2022

BBC iPlayer tops the list of the UK’s Biggest Brand Movers for February, having registered statistically significant upticks in ten out of the 13 YouGov BrandIndex metrics considered.

Biggest Brand Movers is a monthly feature highlighting the brands that have registered month-over-month upticks in the highest number of YouGov BrandIndex metrics.

In January, the Beeb’s video streaming platform witnessed improvements across all three categories of YouGov BrandIndex indicators – media metrics (Ad Awareness, WOM Exposure), brand health metrics (Impression, Value, Satisfaction, Recommend, Quality) and purchase funnel metrics (Consideration, Purchase Intent, Current Customer). The uplift could be a result of the iPlayer’s recent redesign, which began rolling out in late February. Additionally, the launch of thriller series The Tourist helped iPlayer set fresh records early in January, while the BBC’s 100th anniversary may also have contributed the conversation.

Online estate agency Purple Bricks gained in ten metrics in a month that saw the brand deliver positive commentary on overcoming a recent crisis concerning its lettings business.

January was a strong month for online price comparison platforms. MoneySuperMarket, which specialises in comparisons of financial products, made gains in eight metrics across the three categories, while its competition – Compare the Market – experienced growth in seven metrics. Both brands made a strong showing in media metrics and ticked off the Current Customer box as well. Historical YouGov BrandIndex data reveals that both brands witness sharp cyclical upticks in many of the same metrics at the start of each year.

Consumer electronics brand LG gained in seven metrics, including five of the six brand health measures, namely Value, Reputation, Satisfaction, Recommend and Quality. From the same space, Apple Watch also features in the list with gains in seven metrics, including all four media metrics. Early in January, Apple published an advert for the Apple Watch 7, showcasing situations where the device came handy in emergencies.

Tesco Clubcard registered uplifts in seven metrics. The gains come amid a slew of offers announced by the brand around both the Clubcard and Tesco Clubcard Pay+, a type of pre-payment debit card.

Two travel industry brands – easyJet and British Airways Holidays – also feature in the list, both experiencing improvements in seven metrics. British Airways Holidays’ gains in three media metrics could have been aided by an advert that promotes flexible overseas holiday bookings.

Online fashion retailer Asos rounds off the list for this month after witnessing growth in seven metrics, including each purchase funnel one.

Methodology

Data for the Biggest Brand Movers in December compared statistically significant score increases across all YouGov BrandIndex metrics between December 2021 and January 2022. Brands are ranked based on the number of metrics that saw a statistically significant increase from month to month. Metrics considered are:

Media Metrics

Awareness – Whether or not a consumer has ever heard of a brand

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

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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