September 23rd, 2022, Rishad Dsouza
MoneySavingExpert, the online portal that produces content on personal finance, money management and retail deals, has claimed the crown as YouGov’s Biggest Brand Mover for September, amid the ongoing cost-of-living crisis.
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.
MoneySavingExpert, which recently produced a comprehensive guide on cutting back amid soaring inflation, gained upticks in 11 out of 13 metrics. These include all the media metrics (Awareness, Ad Awareness, WOM Exposure, Buzz), four of six brand perception metrics (Impression, Value, Reputation, Quality) and all purchase funnel metrics (Consideration, Purchase Intent, Current Customer).
Specsavers is next on the list with gains in seven metrics. Early in August, the eyecare brand produced a witty commercial highlighting their home visits program. Other than gains in three media metrics, including Ad Awareness, Specsavers also gained in each of the purchase funnel ones.
In a sign that consumers were in holiday mood in the last month of summer, Jet2Holidays and easyJet, appear in the list with gains in seven metrics each.
Another strong sectoral theme in this month’s edition of the Brand Movers is video gaming, with three entrants. Xbox rose in six metrics, including five brand perception ones plus an uptick in Current Customer scores. Xbox may have earned consumers’ goodwill amid disgruntlement over the price rise of the PlayStation. Grand Theft Auto and Assassin’s Creed also witnessed improvements in six metrics apiece.
Social media outlets Twitter and Pinterest rose in five metrics each. Twitter has been in the news over the legal battle involving Elon Musk, with the company fighting to get the billionaire to go through on his deal to buy the platform.
Rounding off the list is iconic candy company Haribo.
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Methodology
Data for the Biggest Brand Movers in September compared statistically significant score increases across all BrandIndex metrics between July and August 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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