Consumers name John Lewis as UK’s top brand in YouGov index of quality and reputation

PUBLISHED: 09:24 26 July 2017 | UPDATED: 09:24 26 July 2017

All lit up. John Lewis, Norwich. Photo: Steve Adams

All lit up. John Lewis, Norwich. Photo: Steve Adams

Copyright Archant Norfolk 2014

John Lewis, BBC iPlayer and Sony have scooped the top three spots in a UK ranking of consumers’ perception of quality and reputation.

The YouGov BrandIndex list of brand “health” featured two other BBC entries in the top ten, BBC One and BBC Two – but YouGov said the data for the list was compiled before the organisation published its pay figures.

Marks and Spencer, Amazon, Samsung, Heinz and Boots completed the top ten in the ranking, which takes into account perceptions of a brand’s quality, value, impression, satisfaction, reputation and whether consumers would recommend the brand to others.

In parallel to the UK list, Google beat sister company YouTube and Facebook to top the global ranking.

Technology firms featured heavily on the global list, with Samsung, messaging service Whatsapp and Apple’s iPhone in fourth, fifth and sixth places, according to YouGov data.

Ted Marzilli, chief executive of YouGov Data Products, said the accessibility and prominence of many tech brands in daily life was behind their high rankings.

Amelia Brophy, YouGov’s UK head of Data Products, said: “While the global rankings are dominated by brands born in the past 20 years, the UK list is predominantly made up of ones that have been around a good while longer.

“What is striking is that brands such as John Lewis and the BBC have successfully moved with the times, providing services in online settings while continuing to make a virtue of their brand heritage.

“The collapse of some big high street brands in recent years shows that this is no easy task, but as the UK faces an uncertain economic environment, having brand health steeped in history could help.”

Tesco topped a related list ranking most improved brand health over the last year, followed by Netflix and WhatsApp.

Here is the YouGov BrandIndex top ten:

1. John Lewis

2. BBC iPlayer

3. Sony

4. Marks & Spencer

5. Amazon

6. BBC One

7. Samsung

8. Heinz

9. BBC Two

10. Boots

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