// Aldi, Lidl & Ikea top YouGov’s 2019 BrandIndex Buzz Rankings
// Half of the 10 most improved brands still have negative buzz rankings despite a better 2019
YouGov has revealed the brands and retailers which have topped its 2019 BrandIndex Buzz Rankings, although the overall top 10 did not include a British retailer.
Aldi, John Lewis, Ikea and Primark topped YouGov’s rankings for retail, although Netflix knocked Aldi off the top spot on the overall list.
It also marks the first time since 2014 that the discount supermarket did not top the annual rankings.
YouGov said “buzz” scores are calculated by asking members of the public if they’ve heard anything positive or negative about a brand in the past fortnight.
YouGov’s Buzz Rankings are the average of these scores taken throughout the whole of 2019.
Netflix, which first entered the rankings in 2016, saw an increase of five points on last year: enough to dethrone five-time winner Aldi on the overall list.
Meanwhile, Lidl moved back into the top three with 15.1 while Ikea ranked fifth at 13.2.
Below are the full retail-focused rankings of YouGov’s annual buzz survey.
The top brands for general retail:
| Rank | Brand | 2019 Score |
|
1 |
Ikea |
13.2 |
|
2 |
Wilko |
8.1 |
|
3 |
Argos |
7.2 |
|
4 |
Dunelm |
6.3 |
|
5 |
The Range |
5.9 |
The most improved brands for general retail:
| Rank | Brand |
2019 |
2018 |
Change in Score |
|
1 |
Maplin |
-0.8 |
-6.6 |
5.7 |
|
2 |
Homebase |
0.8 |
-2.3 |
3.1 |
|
3 |
Carpetright |
0 |
-2.3 |
2.3 |
|
4 |
Build-a-Bear Workshop |
1.3 |
-0.6 |
1.9 |
|
5 |
Wilko |
8.1 |
6.8 |
1.3 |
The top brands for high street fashion:
| Rank | Brand | 2019 Score |
|
1 |
Primark |
6.5 |
|
2 |
Marks & Spencer |
6.3 |
|
3 |
Next |
6.2 |
|
4 |
Tu Clothing |
6 |
|
5 |
TK Maxx |
6 |
The most improved brands for high street fashion:
| Rank | Brand |
2019 |
2018 |
Change in Score |
|
1 |
House of Fraser |
-3.5 |
-8.4 |
4.9 |
|
2 |
Marks & Spencer |
6.3 |
3.4 |
2.9 |
|
3 |
Next |
6.2 |
4.2 |
2 |
|
4 |
H&M |
4.2 |
2.3 |
1.9 |
|
5 |
New Look |
2.3 |
0.5 |
1.7 |
The top brands for high street retail:
| Rank | Brand | 2019 Score |
|
1 |
John Lewis |
8.1 |
|
2 |
B&M |
8.1 |
|
3 |
Marks & Spencer |
7.9 |
|
4 |
Home Bargains |
7.1 |
|
5 |
Primark |
5.6 |
The most improved brands for high street retail:
| Rank | Brand |
2019 |
2018 |
Change in Score |
|
1 |
House of Fraser |
-3.5 |
-8.4 |
4.9 |
|
2 |
Poundworld |
0.6 |
-4.3 |
4.9 |
|
3 |
Marks & Spencer |
7.9 |
4.3 |
3.6 |
|
4 |
Poundland |
2.7 |
-0.7 |
3.4 |
|
5 |
Lush |
5.3 |
3.6 |
1.7 |
The top brands for supermarkets:
| Rank | Brand | 2019 Score |
|
1 |
Aldi |
19.8 |
|
2 |
Lidl |
15.1 |
|
3 |
Marks & Spencer |
10.1 |
|
4 |
Morrisons |
8.5 |
|
5 |
Waitrose |
7.9 |
The most improved brands for supermarkets:
| Rank | Brand |
2019 |
2018 |
Change in Score |
|
1 |
Marks & Spencer |
10.1 |
6.9 |
3.2 |
|
2 |
Tesco |
6 |
4.4 |
1.5 |
|
3 |
Waitrose |
7.9 |
6.6 |
1.3 |
|
4 |
Lidl |
15.1 |
13.8 |
1.2 |
|
5 |
Aldi |
19.8 |
18.8 |
1.1 |
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