Marks & Spencer has the most positive brand impression among British women, a new survey indicates.
According to the YouGov Impression Score Rankings which collected from BrandIndex surveys of around 2000 women every day, M&S achieved a score of 58, ahead of fellow high street stalwart John Lewis which scored 54.
The remaining top five, based on women’s impressions of major brands for the year to February, is made up of Heinz and Boots, both on 53, and BBC One at 51.
Ikea and Ben & Jerry’s had the best impression among under 35-year-olds, followed by Boots (54), Heinz (53) and YouTube (52).
Meanwhile, Tesco was the most improved brand, up 13 points.
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“Despite reports of M&S enduring a troubling time, particularly with regards to fashion, our findings indicate that underlying brand perception remains strong among women – which could be key if retail conditions deteriorate in the months ahead, as some analysts expect,” YouGov BrandIndex director Michael Stacey said.
The retailer recently revealed a return to sales growth in its embattled clothing arm for the first time in nearly two years thanks to a bumper Christmas trading period.
Stacey added: “Tesco’s comeback over the past year is reflected in its improving score, while Ikea’s position as the go-to furniture retailer for female millennials seems secure.
“Naturally, a focal point for all the brands on the list is to use this positive impression to nurture a long-term customer relationship that enhances good times and helps them through tougher times.”