June 23rd, 2023, Rishad Dsouza
Each of Jack Daniel’s, Jet and Kappa registered gains in seven metrics to place at the top of the chart in the June edition of YouGov’s Biggest Brand Movers.
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.
Jack Daniel’s registered upticks in media metrics (Ad Awareness, Buzz), brand perception metrics (Satisfaction, Recommend, Quality) and purchase funnel metrics (Consideration, Purchase Intent). The alcohol brand has recently been in the news over the launch of a line of pre-mixed beverages in collaboration with Coca Cola.
Fuel filling station chain Jet experienced growth in seven metrics, including three of the four media metrics – Ad Awareness, WOM Exposure and Buzz.
Kappa, which collaborated with Pretty Little Thing for the launch of a classic-styled sportswear collection, also picked up seven upticks, including a clean sweep of the purchase funnel metrics – Consideration, Purchase Intent and Current Customer.
Another alcohol brand making the list is one of the UK’s summertime favourites in Pimm’s. The brand witnessed improvements in Ad Awareness, WOM Exposure, Buzz, Impression, Purchase Intent and Current Customer.
The warm weather is also a beacon to the travel bugs and Trivago capitalised on the seasonal upswing with gains in six metrics, including Purchase Intent and Current Customer. P&O Ferries made gains in five metrics, possibly influenced in part by mean reversion after news of fresh sackings in April. Wizz Air – the airlines brand – also gained in five metrics.
Phone manufacturer Huawei registered an uptick in five of six brand perception metrics – Impression, Value, Reputation, Recommend and Quality. This is plausibly in response to the launch of its new flagship – P60 Pro but could also be an upswing following a long spell of negative headlines for the brand.
Payments company Klarna gained in Impression, Reputation, Quality, Consideration and Purchase Intent. The brand has recently launched AI based products on its app with the main objective of creating more interactive shopping experiences.
Kids channel CITV, which is set to be wrapped up by ITV in favour of a kids’ streaming service, seems set to go out on a high, having made improvements in five metrics in May.
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Methodology
Data for the Biggest Brand Movers in June compared statistically significant score increases across all BrandIndex metrics between April 2023 and May 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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