UK – Biggest Brand Movers – July 2022

Google Pixel claims the top spot in UK’s Biggest Brand Movers for July, making statistically significant improvements in 10 out of the 13 YouGov BrandIndex metrics considered for this feature.

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

Google Pixel has been in the news lately over the impending release of the Google Pixel 6a in late July, which was officially announced by the company in the second week of May. Heavy ad spend and rumours around the flagship Pixel 7 may have also helped the brand improve its scores. It witnesses gains across all media metrics (Awareness, Ad Awareness, WOM Exposure, Buzz), five out of six brand perception metrics (Impression, Value, Reputation, Recommend, Quality) as well as the purchase funnel metric – Consideration.

Google’s phone operating system Android also features in this month’s list with improvements in Reputation, Satisfaction, Recommend, Quality, Consideration and Current Customer. On the same note, Android giant Samsung also appears with improvements in seven metrics. Galaxy, Samsung’s mobile computing brand, under which the tech giant releases all its smartphones, tablets and smartwatches made gains in all six brand perception metrics.

UK appliances manufacturer Worcester Bosch made gains in nine metrics, including each of the brand perception ones – Impression, Value, Reputation, Satisfaction, Recommend and Quality. The company turns 60 this year and, to celebrate, is running a special campaign to reward consumers, installers, communities, and employees, who have helped spread warmth during the challenging times of the pandemic.

P&O Ferries made upticks in nine metrics, including the purchase funnel ones of Consideration and Current Customer, which might indicate that the company has started seeing a revival in business following a slump amid the crisis sparked by its sudden sacking of 800 employees earlier in the year.

Booking.com gained in each media metric (Awareness, Ad Awareness, WOM Exposure, Buzz) as well as all purchase funnel metrics (Consideration, Purchase Intent and Current Customer), which indicates that the brand is capitalising on demand for summer travel.

Streaming media giants Netflix and Spotify made improvements in six metrics apiece. For Netflix, whose launch of the fourth season of Stranger Things has largely been received positively, improvements came in Impression, Value, Satisfaction, Recommend, Ad Awareness and Buzz.

The list is rounded off by Mastercard’s debit card brand – Maestro – which sees improvements in six metrics spread across the board.

Methodology

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