UK’s Biggest Brand Movers (November 2023): Currys PC World tops

Currys PC World gained upticks in 11 out of 13 YouGov BrandIndex metrics to comfortably take the top spot in the list of UK’s Biggest Brand Movers for November 2023. The electronics retailer ran a new advert in October, showing a funny literalist take on their employers ‘consuming’ knowledge about products they sell. Their gains came in Awareness, Ad Awareness, Buzz, Impression, Value, Reputation, Satisfaction, Recommend, Quality, Consideration and Purchase Intent.

The UK's Biggest Brand Movers is a monthly report that spotlights the brands experiencing the statistically significant increases in the highest number of metrics among the companies monitored by YouGov BrandIndex on a month-to-month basis.

Amazon Prime gained upticks in nine out of 13 metrics – including a clean sweep of purchase funnel metrics (Consideration, Purchase Intent and Current Customer). Some of the popular content launched by the Prime video service in October were Season 3 of sci-fi comedy Upload and courtroom drama movie The Burial.

Tea brand Twinings takes the third spot with gains in eight metrics.

iPhone takes the next spot with upticks in seven metrics, including Purchase Intent and Current Customer. The smartphone maker launched the latest line of flagship phones in September.

Halfords made improvements in seven metrics, including all brand perception ones. The motoring chain has recently launched a campaign to raise awareness among motorists about the cost savings to be had by utilising its repair services compared to authorised car dealerships without voiding seller warranties.

Smyths Toys claims the next spot on the list with upticks in seven metrics, four of which came in the media metrics department. The gains may have been spurred by the launch of the brand’s Christmas campaign.

Elsewhere in the retail world, Tesco also features in the list with upticks in six metrics. Vaseline bagged six gains too, five of which came in the brand perception column.

Two price comparison websites round off the list. Compare the Market and MoneySupermarket made improvements in a nearly identical set of six metrics apiece.

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Methodology

Data for the Biggest Brand Movers in November compared statistically significant score increases across all BrandIndex metrics between September 2023 and October 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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