UK – Biggest Brand Movers – June 2022

Czech automobile manufacturer Skoda took the number one spot in June’s Biggest Brand Movers in the UK making gain in six out of 13 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.

Skoda recently launched Fabia Rally2 and Evo models which will feature in the World Rally and European Rally Championship. The car manufacturer made significant gains in YouGov BrandIndex’s brand perception metrics – Reputation, Satisfaction, Recommend, and Quality. It also observed notable improvements in purchase funnel metrics, mainly Purchase Intent and Current Customer.

For-profit crowdfunding platform, GoFundMe, ranked second in YouGov’s Biggest Brand Mover’s list and saw noteworthy gains in media metrics – Awareness, WOM (word of mouth) Exposure, and Buzz. It achieved upticks in all three purchase funnel metrics that is Consideration, Purchase Intent, and Current Customer.

Mentos Gum, owned by Perfetti van Melle (PVM), saw a notable increase in Ad Awareness, WOM Exposure, Impression, Recommend, Consideration, and Purchase Intent metrics.

At the number four spot is P&O Cruises which was recently in the news for its launch of new ship Arvia's Grand Atrium. The travel company is offering discounts for bookings made by July 4 to mark its jubilee. P&O saw a rise in six out of 13 considered metrics.

British shipping company P&O Ferries also achieved growth in six metrics namely Buzz, Impression, Reputation, Recommend, Quality, and Consideration.

London Underground and vodka-maker Smirnoff grew in five metrics each. Smirnoff recently sponsored the 2022 Billboard MusicCon and launched a new Lemonade Collection, including Smirnoff ICE and Seltzer Neon Lemonade variety packs.

Dior, which created a stir when it aired an old ad featuring Johnny Depp amid his legal battle with Amber Heard, saw a lift in WOM Exposure during and after the trial. At number eight spot, the luxury fashion house also witnessed gains in Value, Satisfaction, Recommend, and Purchase Intent.

London Overground and Courvoisier round out this month’s list with improvements across five metrics each.

Methodology

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