March 18th, 2024, Rishad Dsouza
Lotus Biscoff and Cadbury Crème Egg are among this month’s Biggest Brand Movers in the UK, possibly due to seasonal upticks usually witnessed around Easter season.
Historical analysis shows that Consideration scores for Crème Egg, in particular, always witness sizeable upticks in the weeks leading up to Easter. Lotus Biscoff, which gained in 12 out of 13 metrics, isn’t a seasonal heavyweight in the way Crème Egg is, and its upticks may have had more to do with the reintroduction of the KitKat Chunky White with Biscoff in February.
Pizza Express, which celebrated National Pizza Day in the UK with an offer to win free pizzas, gained in eight metrics, including all three purchase funnel ones (Consideration, Purchase Funnel and Current Customer).
Delta Airlines also features in this month’s edition with eight upticks. In February, Delta staff were granted a $1.4 billion profit share bonus.
Prada makes the list with seven upticks including a clean sweep of the purchase funnel measures. The fashion brand released their Fall Winter 2024 collection in February.
Citibank witnessed upticks in seven metrics. Citibank boss Jane Fraser said last year that 2024 would be a turning point announcing a host of restructurings aimed to streamline operations.
Disney+ made gains in six metrics, which may have been helped by a discount they ran on their subscription package in February.
Vaseline, Rolex and Activia round off the list.
Methodology
Data for the Biggest Brand Movers in March compared statistically significant score increases across all BrandIndex metrics between January 2024 and February 2024. 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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