February 20th, 2024, Rishad Dsouza
Online property search brand Zoopla takes the crown in the February 2024 edition of the Brand Movers with gains in 11 out of 13 metrics measured. This includes upticks in three out of four media metrics (Ad Awareness, WOM Exposure, Buzz), five out of six brand perception metrics (Impression, Reputation, Satisfaction, Recommend, Quality) and all three purchase funnel metrics (Consideration, Purchase Intent, Current Customer).
In January, Zoopla executive director Richard Donell expressed optimism about the UK housing market and the implications for his company in an interview with CNBC. Zoopla also announced the launch of an eight-week marketing campaign starting on Christmas day 2023 “to instill confidence in buyers and sellers looking to move in the next two years”.
First Direct, HSBC’s online and telephone division, gained upticks in ten metrics, including a clean sweep of purchase funnel indicators. First Direct announced sub-4% mortgage rates in January, which may have played a role in boosting scores.
Sports broadcast channels have strong representation in this month’s Brand Movers edition, which features ITV Sport and BBC Sport. The channels share broadcast rights to the FA Cup, while BBC has rights to showcase highlights packages from the Premier League as well. ITV Sport also telecast two darts events – Bahrain Masters and Dutch Masters.
Google Chrome made improvements in eight metrics, possibly on the back of new updates emphasising security and the integration of generative AI.
Hilton, the hotel brand, also features in the list with eight improvements. The chain had run a discount recently, which probably has something to do with the clean sweep in the purchase funnel section. And many consumers were probably finding these deals through Trivago, which also features in the list this month with seven upticks.
Maybelline, which has made headlines in the cosmetics world with its Sky High mascara line, gained eight upticks
Xbox made improvements in seven metrics, including all purchase funnel ones. This could have to do with the discounts that were run on certain console models recently.
Amazon Fresh rounds off the list this edition with gains in eight metrics.
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