UK: Which brands showed the most improvement in 2022?
November 28th, 2022, Janice Fernandes

UK: Which brands showed the most improvement in 2022?

Using consumer feedback data collected daily from YouGov BrandIndex, YouGov looks at the brands that improved their brand health most year-on-year across a range of sectors in UK. Brand Rankings are determined by a score based on six brand health metrics: Quality, Value, Impression, Reputation, Recommend and Satisfaction (averaged into an overall Index score).

Topping the list of the most improved brands this year is Disney+, which improved by 4 points. Since its launch in the UK in 2020, the streaming company has continued to grow moving up from second place to first this year. Disney+ streamed many hit movies and series in the last year, including phase 4 of the Marvel universe, and the Star Wars series Obi-Wan Kenobi and Andor, among others.

Other media brands listed in the top 10 improvers include the BBC and All 4. The BBC has improved its offer to younger viewers through the rejuvenation of BBC Three on linear TV but has also been celebrating its 100th birthday this year. All 4 earns a spot once again in the list of brands that improved their brand health the most, moving up two spots from last year’s tenth, marking consecutive years of improvement.

The Tesco Clubcard offered by UK’s second most popular supermarket chain takes the second position on the most improved brands list. The loyalty card saw considerable improvement to its brand health this year with its overall Index score increasing by three points. The Tesco Clubcard’s gains come at a time when it is offering discounts and rewards points on most products during a major cost-of-living crisis for Brits.


Cinema companies Vue and Odeon saw their overall brand increase push them into the top five brands that saw their overall Index score improve.

MoneySavingExpert’s brand health improvement was fuelled by an increase in its Quality and Impression metrics. This improvement comes at a time when rising inflation is causing consumers to research cost cutting and the public have increasingly turned to the advice of Martin Lewis and his team, even if the man himself said this year that he had never felt more powerless.

The only travel brand on this list, saw a modest increase of 1.8 points in the last 12 months. As travel picked up this year, the company added a third level of benefits to its Genius loyalty programme, offering up to 20% off on bookings.

Home appliances brand, Shark, registers a steady growth as it reappears in ninth position for the second consecutive year. Habitat, Sainsbury’s own homeware brand, rounds out the top 10 most improved brands in the UK. The brand has made a 1.6-point jump year on year, showing a positive response from consumers following the brand’s acquisition by the supermarket in 2016.

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