April 14th, 2023, Rishad Dsouza
Netflix appears to have recovered from the hit to its brand perception scores in February after registering lifts in eight out of 13 metrics in March.
UK’s Biggest Brand Movers is a monthly report highlighting the brands that made statistically significant month-over-month upticks in the metrics tracked by YouGov BrandIndex.
Along with registering gains in six brand perception metrics (Impression, Value, Reputation, Satisfaction, Recommend and Quality), the streaming giant also gained in Buzz and Consideration scores.
Netflix’s scores across various YouGov BrandIndex metrics had declined in February amid the roll out of stricter password sharing regulations, which include getting customers to pay an extra fee to share the account with those not living in the same household. The move is yet to roll out to the UK but is expected to be implemented sometime this year.
While the streaming giant’s brand health improved in March, it will be interesting to see how things pan out when the regulations are enforced. Netflix isn’t the only streaming platform to earn a spot on this month’s list, with Disney+ also registering six upticks.
This month’s list also features two names from the finance sector – Lloyds Bank and American Express. Three of Lloyds Banks’s six areas of improvement came under the media metrics banner amid the launch of a new ad campaign for the Smart Start savings account for 11-15-year-olds. Amex also launched a campaign transforming the store fronts of small UK shops into animated canvases to advertise for their 5% credit card cashback offer.
Grand Theft Auto also made a gain in six metrics across the board amid growing rumours about the launch of next title GTA 6. Meanwhile, GTA Online launched a new event offering fans twice the rewards for missions helping Dr. Dre.
Notably, Beats by Dr. Dre also features in this month’s list with upticks in six metrics.
Fashion retailer Burton saw improvements in six metrics, including four measures of brand perception – Value, Reputation, Satisfaction and Recommend.
The UK’s largest dedicated parcel company Evri also makes the list, with gains in five out of six brand perception metrics. Utility companies British Gas and Royal Mail round out the list of improved brands.
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Methodology
Data for the Biggest Brand Movers in April compared statistically significant score increases across all BrandIndex metrics between February 2023 and March 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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