UK’s biggest brand movers (August 2024): Amazon Primed for success
The latest edition of UK's Biggest Brand Movers sees Amazon Prime Video take the top spot, with statistically significant improvements across 10 out of 13 reported metrics. The streaming giant recently released an update aimed at bettering user experience.
Other media and broadcast brands that feature in this month’s list include Sky News and Smooth FM.
Post Office appears next on the list, with eight upticks. While the brand sees declines in awareness-related metrics as well as WOM Exposure, it demonstrates strong gains in brand perception. These upticks could potentially be an indication of mean reversion after a decline registered after the airing of Mr Bates vs. The Post Office on ITV, highlighting the Horizon scandal.
Stella Artois, the iconic Belgian beer brand, secures the third position with upticks in eight metrics. The ‘when it rains, we pour’ campaign the brand ran during the Wimbledon could have been behind some of the gains.
Acer, the technology company, makes a notable appearance in fourth place, showing improvements in seven metrics. The brand made headlines in July for the launch of what it calls AI-powered smart bikes.
JP Morgan Chase, the finance and wealth management firm, claims the seventh spot with improvements in seven metrics.
Sainsbury's, the supermarket chain, and Numatic, the manufacturer of the iconic Henry Hoover, also feature in the top 10, each showing gains in six metrics.
Rounding out the list is Typhoo, the tea brand, which registers upticks in six metrics, potentially reflecting evolving consumer preferences or effective promotional strategies within the dried ambient food category.
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Methodology
Data for the Biggest Brand Movers in August compared statistically significant score increases across all BrandIndex metrics between July and June 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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