UK – Biggest Brand Movers – December 2022
December 15th, 2022, Rishad Dsouza

UK – Biggest Brand Movers – December 2022


Marks and Spencer tops this month’s list of Biggest Brand Movers in the UK, after registering improvements in nine out of 13 YouGov BrandIndex metrics.

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.

Marks and Spencer’s upticks come amid the launch of its Christmas advert, featuring Fairy Godmother (played by Dawn French) looking for a Christmas companion. In other news, Marks and Spencer also announced the launch of flexible working policies, including the option for a four-day work week. The retailer saw gains in three media metrics (Ad Awareness, WOM Exposure, Buzz), four brand perception metrics (Impression, Satisfaction, Recommend, Quality) and two purchase funnel metrics (Consideration, Current Customer).

Perhaps in keeping in tune with Christmas-fuelled upticks in brand metrics, three confectionary brands in Terry’s, Ferrero Rocher and Toblerone also make appearances in the brand movers list. Each of these brands have festive or winter-themed offerings, which tend to bring them a seasonal lift towards the end of each calendar year.

Another brand riding on festive cheer is liqueur brand Baileys with improvements in three media metrics and purchase funnel metrics each. Historical BrandIndex data shows that Baileys experiences a surge in these metrics each November and peaking in the first week of January before petering out.

Other than these confectionary brands and Baileys, the list also contains three snack brands in Pringles, Twiglets and Hula Hoops. These brands also experience seasonal upticks towards the end of the year, from at least 2019, our data confirms, although these gains tend to be less pronounced as those seen with the chocolate brands.

A recent Pringles promotional campaign blended two big themes this year – the football World Cup and the Christmas season, wishing consumers “Merry Footivities”. Twiglets’ gains come in spite of a portion of consumers not being too thrilled about the change in flavour that has been introduced to the product in a bid to get around HFSS regulations. The brand ticked all purchase funnel metrics, showing that festive appetite for the snack remains intact.

ITV Sport, which has broadcast a number of FIFA World Cup Qatar 2022 games, is among the toppers in the table this edition with growth in either metrics – Ad Awareness, WOM Exposure, Value, Satisfaction, Quality, Consideration, Purchase Intent and Current Customer.

The table is rounded out by P&O Ferries.

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Data for the Biggest Brand Movers in December compared statistically significant score increases across all BrandIndex metrics between October and November 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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