August 23rd, 2023, Rishad Dsouza
Costa Coffee logged improvements in 10 out of 13 metrics to claim the crown in August’s edition of YouGov’s Biggest Brand Movers.
UK’s Biggest Brand Movers is a monthly report highlighting the brands that made the highest number of statistically significant month-over-month upticks in the metrics tracked by YouGov BrandIndex.
Costa Coffee, which recently introduced changes to its loyalty scheme, produced a marketing push in July around the launch of a ‘popcorn frappe’. The brand collaborated with cinema chain Odeon to promote the new beverage. Among other upticks, Costa Coffee made a clean sweep of all purchase funnel metrics – Consideration, Purchase Intent and Current Customer.
Amazon Prime made gains in seven metrics overall, including four media metrics – Awareness, Ad Awareness, WOM Exposure and Buzz. A lot of the gains may have had to do with Prime Day, which took place between July 11-12. It’s hardly a surprise that the brand also witnessed upticks in Consideration and Current Customer scores.
One of the official broadcasters of the Lionesses’ journey to the final of the FIFA Women’s World Cup 2023, ITV registered gains in seven metrics. The telco’s strongest showing came under the brand perception category, ticking five out of six boxes – Impression, Value, Reputation, Satisfaction and Recommend.
Apple witnessed growth in six metrics. The world’s most valuable company by market cap has recently been in the news over the unveiling of the Apple Vision Pro, a VR headset that’s being branded as a spatial computer. More recently in the UK, Apple introduced the tap to pay feature on iPhones. Apple Mac also makes an appearance in this month’s edition.
Food brands Müller and Flake also feature in the list with six upticks each. Müller recently launched its first line of vegan products in the UK and has also launched a major campaign as part of a brand reset. Flake may have recently been deemed too crumbly for the signature 99 ice cream cones, but consumers are still perceiving the brand positively as gains in four out of six brand perception metrics show.
All the rumours – including coverage in well-established gaming news sources – around the potential launch of a Nintendo Switch successor may have contributed to the brand’s gains in five brand perception metrics. Notably, the gaming console brand also saw an uplift in Current Customers showing that even late in the product cycle, demand for the original Switch remains strong.
Lastly, camera and computing devices maker Canon and online review platform Trustpilot round off the list.
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Methodology
Data for the Biggest Brand Movers in July compared statistically significant score increases across all BrandIndex metrics between May 2023 and June 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)
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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Methodology: YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on Jul 31 - Aug 1, 2023, with a nationally representative sample of 2,105 British adults (aged 18+ years), using a questionnaire designed by YouGov. Learn more about YouGov Surveys: Serviced.