October 18th, 2023, Rishad Dsouza
With upticks in seven metrics, Santander is the top brand mover in the UK in the October 2023 edition of the monthly feature.
The banking company’s upticks may come on the back of the latest ‘Bank of Andandec’ TV advert, which aims to draw attention to Santander’s cashback offer, where the bank’s customers get a share of over £10m cashback every month. Three of Santander’s advances came in the media metrics section – Ad Awareness, Buzz and WOM Exposure.
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.
Another financial institution – National Savings and Investments (NS&I) – also made seven upticks in the month – movement that was very likely supported by launching a one-year fixed-rate savings account paying 6.2% – the highest rate in the market.
Third on the list is P&O Ferries, also making seven upticks, including a clean sweep of all six brand perception metrics – Impression, Value, Reputation, Satisfaction, Recommend and Quality. P&O Ferries has made appeals to UK holidaymakers, highlighting to them that “there is another way” to travel other than flights and trains. The other travel-related brand in this month’s edition is Travelodge, appearing lower on the list with gains in five metrics. Travelodge released an ad campaign featuring relatable scenarios of customer dilemmas when planning trips.
American fashion brand UGG also appears in the list with uplifts in seven metrics distributed across the three sub-categories. UGG recently launched a campaign highlighting the power of self-reflection, featuring the likes of Natalia Bryant, supermodel Aweng Chuol and rapper A$AP Nast.
The Lego Store gained in six metrics, including Consideration and Purchase Intent. Late in August, it was reported that Lego has continued to gain market share in a toy market that has been declining overall.
Lindt, which recently debuted a new Choco Wafer range in the UK, made gains in Awareness, Ad Awareness, WOM Exposure, Satisfaction and Recommend.
This month’s list also features two utility companies in Octopus Energy and Shell Energy, both making improvements in five metrics apiece. Both brands made improvements in three common brand perception metrics – Impression, Reputation and Quality. This could be a direct result of energy prices slated to decline on account of a new price cap that will take effect this winter.
Harry Ramsden’s rounds off the list with gains in Impression, Value, Reputation, Satisfaction and Quality. The popular fish and chips franchise has made strides since being acquired by Deep Blue Restaurants last year.
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Methodology
Data for the Biggest Brand Movers in October compared statistically significant score increases across all BrandIndex metrics between August 2023 and September 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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