February 17th, 2023, Rishad Dsouza
Christmas came late for Cadbury Creme Egg as far as the Brand Movers list is concerned. Having missed out on a spot last month, the brand tops this month’s edition, riding high on a seasonal upswing.
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.
Cadbury Creme Egg launched a new white chocolate version in December, which it said will become a permanent fixture in its Easter line up. In January, the brand launched another iteration of the ‘How not to eat yours’ campaign. The brand witnessed upticks in three media metrics (Ad Awareness, WOM Exposure, Buzz), two brand perception metrics (Recommend, Quality) and all three purchase funnel metrics (Consideration, Purchase Intent and Current Customer).
Trivago, the hotel price comparison portal, also gained in eight metrics out of 13. In December, Trivago inked a sponsorship arrangement with the 2023 IHF Men’s World Championship.
Wagamama comes in next with improvements in seven metrics, including five out of the six brand perception ones (Impression, Value, Reputation, Recommend and Quality). The Japanese cuisine restaurant chain announced a charity partnership with The Bread and Butter Thing in January, as part of which it will supply one million meals to low income families.
Hyundai also made gains in seven metrics, including three out of four media metrics. This could be linked to the launch of a multi-channel advertising campaign "The Dawn of a New Hyundai". The campaign aims to change from its anglicised pronunciation of ‘Hy-un-dai’ to the global pronunciation: ‘Hyun-day’. Hyundai also featured in the Ad of the Month for January and was among the most-talked about brands in the UK, too.
Disney World (Florida) also gained upticks in seven metrics, which historical BrandIndex data shows are cyclical, as the brand promotes trips to the resort each New Year.
Fitbit, the fitness tracker manufacturer, gained in six metrics – perhaps an outcome of the usual January surge in health and fitness-related activities.
Skoda, which has recently announced a boost to its EV plans, gained in six metrics, including three media metrics. Beer brand Kopparberg also witnessed growth in six metrics, as did fashion retailer FatFace and kitchen merchants Wren Kitchens.
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Methodology
Data for the Biggest Brand Movers in February compared statistically significant score increases across all BrandIndex metrics between December 2022 and January 2023. 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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