September 25th, 2023, Rishad Dsouza
Barclaycard made improvements in nine YouGov BrandIndex metrics to claim the YouGov Biggest Brand Movers top spot for September 2023. Barclays’ credit card arm made a clean sweep of brand perception metrics – Impression, Value, Reputation, Satisfaction, Recommend, Quality – as well as Ad Awareness, Consideration and Current Customer.
The brand has recently focussed on promoting its tie-up with popular music festivals in the UK, such as Latitude and Isle of Wight Festival.
The UK's Biggest Brand Movers is a monthly report that spotlights the brands experiencing the most noteworthy and statistically significant increases in the metrics monitored by YouGov BrandIndex on a month-to-month basis.
YouTube witnessed upticks in eight metrics, including a clean sweep of purchase funnel metrics, indicating that consumption of content on the video sharing platform rose in August. YouTube has recently introduced features that allow creators to easily snip full length videos into shorts.
BBC.co.uk also ticked eight metric boxes, including full marks under the brand perception column.
Currys PC World gained upticks in eight metrics too, including in three out of four media metrics. This rise may be linked to Currys recent advertising campaign called Beyond Techspectations aimed at students looking to buy laptops ahead of the new term.
Tesco Petrol is the third brand on our list this month to have clean swept the brand perception metrics, a performance that is particularly impressive in a month where fuel prices rose.
Coca-Cola Zero gained in eight metrics, including Consideration and Current Customer. These upticks may be partially the result of simple mean reversion after a WHO report about the potential risks of artificial sweetener aspartame appeared to have negatively impacted scores of diet soda brands. It is worth noting that other artificially sweetened drinks such as Diet Pepsi and Diet Coke (not in the list) made upticks in many of the same brand perception metrics in August. Risks associated with aspartame may have been misrepresented in the media according to some experts.
Coca-Cola Zero isn’t the only beverage in this month’s list, with beer brand Thatchers also having made an appearance with improvements in Awareness, Ad Awareness, Value, Reputation, Recommend and Quality.
UKTV’s crime channel Alibi also features in the list with gains in eight metrics spread across categories.
Carr’s, which launched new Wallace and Gromit-inspired pasties, secured seven upticks including three out of four media metrics.
Holiday Inn, which has been expanding its global footprint with new openings in places like Riyadh and Bhutan made improvements in six metrics.
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Methodology
Data for the Biggest Brand Movers in July compared statistically significant score increases across all BrandIndex metrics between July 2023 and August 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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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.