UK – Biggest Brand Movers – May 2022

Fashion retailer H&M claims the top spot in May’s Biggest Brand Movers in the UK, making gains in eight out of 13 considered metrics.

UK’s Biggest Brand Movers is a monthly feature highlighting the brands that made statistically significant, month-over-month upticks in the most metrics tracked by YouGov BrandIndex among consumers in the UK.

H&M was recently in the news over plans to open a ‘world-first’ concept store in Manchester’s Trafford Centre. The Swedish fashion giant made gains in each YouGov BrandIndex media metric – Awareness, Ad Awareness, WOM Exposure and Buzz. It also witnessed upticks in the brand perception metrics of Satisfaction and Recommend, as well as a couple of purchase funnel metrics (Consideration, Purchase Intent).

Lindt is next on the list with gains in seven metrics in a month that included Easter festivities. The Swiss chocolate maker, which offers curated Easter chocolate packages, gained in Ad Awareness, WOM Exposure, Buzz, Recommend, Quality, Purchase Intent and Current Customer.

Dolmio also made improvements in seven metrics overall. It scored particularly well in the brand perception category, with gains in Impression, Satisfaction, Recommend and Quality.

Video game publisher Sega performed strongly under brand perception, with improvements in five out of six of those metrics. Sega has been in the spotlight for a long-term plan called Super Game but it's likely that the release of Sonic the Hedgehog 2 has made a significant contribution Sega’s long-standing competitor Nintendo also features in this month’s list, with gains in five metrics overall.

Sportswear-maker Lotto witnessed growth in seven metrics, including all the purchase funnel measures (Consideration, Purchase Intent and Current Customer).

The curtains will officially be drawn on Internet Explorer in June, but it appears to be going into the sunset with a final hurrah. Microsoft’s browser registered gains in six metrics including each of the purchase funnel measures.

People’s Postcode Lottery is the next name on the list. The brand registered upticks in Impression, Value, Reputation, Recommend and Quality.

Two popular brands of crisps – Walkers and Tyrells – round out this month’s list, both of them making improvements in five metrics each.

Methodology

Data for the Biggest Brand Movers in May compared statistically significant score increases across all BrandIndex metrics between March and April 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

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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