John Lewis tops YouGov’s brand health rankings for 2nd year running

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YouGov’s brand health rankings dominated by retailers: John Lewis, Ikea and M&S
John Lewis secures position at the top thanks to its positive public perception.
// YouGov’s brand health rankings dominated by retailers: John Lewis, Ikea and M&S
// John Lewis won on reputation; Ikea seen as good value for money

John Lewis has retained its number one spot on YouGov’s brand health rankings, scoring well ahead of other retailers like Marks & Spencer and Ikea.

The department store scored 41.2 on YouGov’s BrandIndex Health Rankings list, which was attributed to its strong heritage and reputation.

Two other British retailers rounded out the top three, with Ikea and Marks & Spencer both scoring 38.9 on the index.

The only other retailer to make it into the top 10 was Boots, which scored 35.5 on the index and ranked eighth.

John Lewis gained a reputation score of 45.4, which was calculated on whether someone would be proud or embarrassed to work for a brand, compared to Ikea’s 24.1.

While the department store has consistently scored well in YouGov’s rankings, these don’t always reflect financial performance.

Although still at the top of the brand health rankings, John Lewis’ current score dropped 0.7 points since last year.

Meanwhile, Ikea’s score increased by 2.5 points year-on-year.

YouGov’s brand health rankings dominated by retailers: John Lewis, Ikea and M&S
Retailers dominated this year’s YouGov BrandIndex Health Rankings.

Three retail brands dominating the YouGov’s brand health rankings run contrary to reports of doom and gloom on the high street.

YouGov’s 2018 whitepaper Is there still hope for the high street? showed while John Lewis is well regarded in the public and ranked high, many don’t see it as good value for money.

While second-placed Ikea had a value score – a net measure of whether consumers think the brand represents good or poor value for money – of 43.4, John Lewis’s score was a much lower 17.

YouGov’s rankings are calculated from interviews in UK between July 2018 and June 2019.

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