Global brand and marketing consultancy Prophet announced the results of the fourth annual Brand Relevance Index , a ranking of the most relevant brands in consumers’ lives today.
In the UK, Apple maintained its standing as the most relevant brand for the third year in a row, while Lego has moved from fourth to second and PlayStation from ninth to third. Fitbit and the NHS were new entrants into the top 10 for the first time, replacing Dyson and Lush.
Outside of the top 10, it was interesting to see Nationwide become the first financial services brand to make it into the top 50, whilst Uber was the biggest climber leaping up from 146th in 2017 to 26th in 2018, pushing through controversies by creating a customer experience that is more essential than ever in the lives of consumers.
The top ten most relevant brands were:
“Besides being technology-led disruptive companies, what many of the top 10 have in common is that they’re fast earning consumer trust by leveraging data to enhance the brand experience and connect with consumers on a deeper and more personal level,” said Rune Gustafson, President EMEA at Prophet.
In order to find out which brands are the most relevant to people’s lives, Prophet conducted a survey of 11,500 UK consumers about more than 240 brands across 27 industries measuring across four brand principles: customer obsession, ruthless pragmatism, pervasive innovation, and distinctive inspiration. By speaking directly with consumers, the BRI determines which brands are truly indispensable to people’s lives and how forces like technology are changing consumer behaviours.
“The Prophet Brand Relevance Index continually demonstrates that relevance pays for companies and consumers,” said Gustafson. “By finding new ways to delight, surprise and exceed expectations, relevant brands are not only winning the hearts, minds and loyalty of consumers, they’re also winning financially too by outperforming the FTSE Index by 73% over the last decade. It’s clear that in order to succeed and grow, brands must be relevant. And, as a predictor of business growth, brand relevance is a far more powerful tool than traditional measures that companies would usually use like Net Promotor Score, for example, and that’s why the BRI is valuable for identifying both areas of strength and opportunity for brands to improve.”
- Home-grown brands are falling behind. Year on year there’s been a decrease in the number of British brands making it into the top 50 – accounting for only 22% in 2018. British brands have been slow to adapt and adopt and the lack of disruptive innovation is fast putting future growth at risk. For brands that commit to innovation – like Dyson (12) – there’s a real opportunity to stand out from the pack.
- The power of Purpose. Lush (16), Ikea (28), brands with conviction are becoming more powerful, influential and relevant than ever. Having a built-in Purpose is enabling deeper connections to be made with consumers over pertinent issues whilst also enabling brands to tell compelling stories that build genuine warmth, credibility and loyalty.
- Rethinking value exchange. For a long time, brands failed to deliver value beyond the transactional relationship but now – with Netflix (5) and Spotify (7) leading the charge – we’re seeing more swapping rich data in order to deliver more personalised, more welcomed and more relevant experiences to consumers.
- User mindset over matter. Lego (2), Fitbit (6), Whatsapp (22) for these brands it’s no longer about treating customers as buyers but more about developing an ever-growing user base that can be tapped into in innovative, creative and community-led ways.
The Prophet Brand Relevance Index® is released in four countries – the United Kingdom, Germany, the United States and China. Apple was the top brand in the UK, Germany and U.S., whilst Aliplay took the top spot in China.
The complete results across regions will be made available on 12th September. Please reply to this email for an embargoed copy.
Prophet partnered with SSI, the premier global provider of data solution and technology for consumer and business-to-business survey research, to program, field, collect and tabulate data.
In the UK, Prophet surveyed 11,500 consumers about 240 brands across 27 industries. Companies from all industries that contribute materially to UK household spend were included, except brands in the tobacco and firearms categories or those engaged in primarily business-to-business categories. In some cases, smaller companies that are driving change in their respective industries were also included given their significant traction with consumers. The data was sourced from the Office for National Statistics’ 2017 Family Spending Report (UK).
Each participating consumer rated up to five brands within a single category on 16 different attributes that correspond to the four principles of relevance Prophet identified. To rate a brand, a consumer had to be familiar with the brand and a frequent consumer in the brand’s category.