May 18th, 2023, Rishad Dsouza
Jet2.com witnessed gains in seven YouGov BrandIndex metrics, topping the list of biggest brand movers in the May 2023 edition of the monthly feature.
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.
Jet2 launched another iteration of its Bid on a Break campaign in April, which allows holidaymakers to bid for their next holiday, with the lowest unique bid winning the vacation for that amount. The travel brand experienced gains in WOM Exposure, Impression, Satisfaction, Recommend, Quality, Purchase Intent and Current Customer.
Brewdog also bagged upticks in seven metrics. Four of these came under the brand perception umbrella – Value, Reputation, Satisfaction and Recommend. The beer brand announced a refresh of its multi-pack with an emphasis on better identification of various craft beers, and also relaunched its gold can competition.
Clothing retailer Primark, which has recently made moves towards sustainability and unveiled its first circular collection in April, made gains in six metrics, including three media metrics – Ad Awareness, WOM Exposure and Buzz.
Sports brand New Balance also made improvements in six metrics. In March, the brand announced a campaign, encouraging consumers to “Run your Way”. Sky Go also makes the list with gains in six metrics.
Cadbury witnessed improvements in five metrics, possibly receiving a boost from its participation in the Coronation celebrations with the launch of limited edition bars that were announced in April.
Luxury watch maker Rolex features in the list with gains in five metrics. The brand recently launched reinvented versions of the Oyster Perpetual model.
Trainline, Lenovo and Smeg round off the list with improvements in five metrics apiece.
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Methodology
Data for the Biggest Brand Movers in May compared statistically significant score increases across all BrandIndex metrics between March 2023 and April 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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