Pure play e-tailer Amazon has been voted the top brand by UK consumers, it has been revealed today.
Beating over 850 brands, Amazon claimed the top spot in the latest Brand Index bi-annual league table by market research agency YouGov.
Google was ranked second and the BBC was third top brand, though Amazon’s recent deal with Waterstones to sell its Kindle along with the launch of an android app store in Europe saw the e-tailer top the table.
Measuring consumer perceptions of quality, value, customer satisfaction, corporate reputation, general impression and the likelihood that the general public would recommend them, retail names performed strongly in the poll.
Samsung, Freeview and Dyson were the only newcomers ranked since the last tracker in January which highlights the importance of continuing to embed a positive brand in the public’s consciousness.
John Lewis, Boots, Sainsbury’s and Waterstones were retailers that all secured places in the top twenty, standing at seventh, ninth, eleventh and eighteenth positions respectively while FMCG brands Colgate, Cathedral City, Cadbury and Heinz also made an appearance.
Marks and Spencer (M&S) has been knocked down one place by the BBC iPlayer to fourth position, a further blow for the retailer following disappointing results yesterday as total sales dropped 0.9 per cent in its first quarter while like-for-like sales saw a drop of 2.8 per cent.
Sarah Murphy, YouGov’s Associate Director, Brand Index, explained: “Despite M&S falling out of the top three, they still have shown great resilience in a sector which has experienced significant declines over the last year.
“Google’s decline is statistically significant and is driven by all the brand measures that comprise the Index score – this is certainly a brand to watch over the next 6 months.”
Top 20 Brands H1 2012