Porsche, Range Rover are among UK’s Biggest Brand Movers in March
March 14th, 2023, Rishad Dsouza

Porsche, Range Rover are among UK’s Biggest Brand Movers in March


Automotive companies rule the roost in this month’s edition of the Brand Movers, with Porsche and Range Rover claiming the top spots with upticks in seven metrics each.

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.

Porsche, which celebrated the 75th anniversary of Porsche sports cars in the second half of January, gained upticks in Ad Awareness, Buzz, Impression, Reputation, Recommend, Quality and Current Customer. Porsche also reported some positive movements in sales numbers for 2022 recently.

Range Rover also registered improvements in seven metrics, including a clean sweep of the purchase funnel metrics (Consideration, Purchase Intent, Current Customer). Range Rover has been in the news recently on account of the updated version of its Velar series.

Insurance and travel company Saga, which focuses on catering to an older demographic, also gained in seven metrics including each of the brand perception ones, namely Impression, Value, Reputation, Satisfaction, Recommend and Quality. The upticks come on the heels of an advert challenging the common perceptions of senior citizen travel.

Other travel and transport companies to feature in this month’s list include P&O Cruises and Heathrow Express, both of which registered improvements in six metrics apiece.

Personal care brand Dove witnessed upticks in six metrics, including all three purchase funnel ones. The brand recently launched a new body wash, and has also reiterated its commitment to social issues such as diversity and cruelty free testing.

Sports Direct, the sports retail company owned by Mike Ashley, made inroads in brand perception metrics (Impression, Satisfaction, Recommend, Quality). This was paralleled by upticks in Consideration and Purchase Intent.

The list for this month’s edition is rounded off on a sweet and crispy note, with KitKat making positive movements in Ad Awareness, WOM Exposure, Buzz, Consideration and Current Customer.

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Data for the Biggest Brand Movers in March compared statistically significant score increases across all BrandIndex metrics between January 2023 and February 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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