John Lewis has taken the top spot of YouGov’s UK brand health rankings, a list in its inaugural year that is dominated by retailers.
This morning YouGov released its first ever list of rankings from its BrandIndex, which measures the perceptions of a brand’s quality, value, impression, satisfaction and reputation.
Topping the list of the UK index, released alongside a global list taking into account 32 countries, was department store giant John Lewis.
The next retailer to rank was rival Marks & Spencer, which came in at fourth place, followed by ecommerce giant Amazon in fifth place, and health and beauty retailer Boots in 10th place.
Technology companies Sony and Samsung, which also operate from standalone retailer stores, also came third and seventh in the list respectively.
- John Lewis
- BBC iPlayer
- Marks & Spencer
- BBC One
- BBC Two
“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,” YouGov’s UK head of data products Amelia Brophy said.
“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.
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“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.”
Elsewhere, YouGov released a most improved brands list, which sees the UK’s biggest supermarket Tesco take the top spot, ahead of tech giants Netflix and WhatsApp.
In the global rankings, which incorporates the results from 32 countries, tech giants were also prominent. Samsung, Amazon and Adidas were the only retailers in the global list, ranking fourth, seventh and ninth respectively.
The top three spots were taken by Google, Youtube and Facebook.