August 22nd, 2022, Rishad Dsouza
BBC Sport, which broadcast England’s successful campaign in the Women’s Euros as well as the Birmingham Commonwealth Games, takes the crown in this month’s Biggest Brand Movers.
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.
BBC Sport recorded improvements in 11 out of the 13 YouGov BrandIndex metrics that are considered for the feature. The public broadcaster, which beamed pictures from Wembley stadium as England Women won the Euros final, gained in two media metrics (Ad Awareness, WOM Exposure), all brand perception metrics (Impression, Value, Reputation, Satisfaction, Recommend, Quality) as well as the purchase funnel metrics (Consideration, Purchase Intent, Current Customer).
Pret A Manger’s recently announced return to profitability is further sweetened with the sandwich and coffee chain registering improvements in 10 YouGov BrandIndex metrics. The brand made gains in all brand perception metrics except Value and in all purchase funnel metrics. Alongside Pret A Manger, Caffe Nero is the other QSR chain in this month’s edition with upticks in six metrics.
TUI, which saw its metrics dip in June amid a spate of flight cancellations and delays across the industry, bounced back with gains in nine metrics, including all the brand perception measures. The travel agent also gained in Consideration scores. TUI isn’t the only travel brand in this month’s list, with Haven making an appearance on the back of improvements in six metrics.
Superdrug – the health and beauty retailer – has been busy recently, with a new talent show on TikTok, summer sales, and plans for a new online marketplace. The brand gained in eight metrics spread across all categories.
Wall’s Ice Cream, which recently celebrated its hundredth birthday, made improvements in seven metrics. It ticked all boxes in the purchase funnel section amid a particularly scorching British summer.
EuroMillions made clean sweeps under the media metrics and purchase funnel metrics to claim improvements in seven YouGov BrandIndex metrics in all.
Garmin, which recently released its flagship wearable called the Enduro 2 and has continued to receive acclaim for the Forerunner 255, made improvements in six metrics.
Carmaker MG closes out the list having made improvements in six metrics. The brand has been building up to the launch of MG4 EV in September this year.
Methodology
Data for the Biggest Brand Movers in August compared statistically significant score increases across all BrandIndex metrics between June and July 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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