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Tesco Leads YouGov's New BrandIndex
UK online polling firm YouGov is using its Internet panel to compile BrandIndex, an evaluation of more than 1,100 consumer brands. Initial findings, based on 30,000 interviews, put Tesco as UK consumers' leading brand, while McDonalds and Sunny Delight are both in the bottom ten.
Subscribers to the online index will also be able to access data from Xtreme Information's Brand UK programme, which provides analysis of the various brands' recent marketing and advertising campaigns.
YouGov will interview 2,000 UK consumers from its online panel every day. Interviews are designed to measure seven different criteria for each brand, as follows:- Buzz
- General impression
- Quality
- Value
- Satisfaction
- Recommendation
- Corporate reputation.
The first top ten of consumer brands, based on 30,075 interviews between September 15 and October 13, is as follows (BrandIndex score in brackets):- Tesco (41)
- Nokia (38)
- Cadbury (37)
- Sony (36)
- Marks & Spencer (34)
- Waterstones (32)
- Sainsbury's (32)
- Boots (32)
- Duracell (32)
- Fairy (31).
Bottom of the heap are Bernard Matthews, Alba, 118 188, McDonalds, Panda Pops, and Sunny Delight.
Data from each day's surveys will be downloaded at 2am. It will then be analysed and processed and uploaded into the reporting tool by 11am the same day. Users will be able to monitor brand profiles individually as well as comparing brands within categories, and will be able to view data by sex, age, income, demographics and consumer type.
The company has been developing BrandIndex for the past 14 months. Stephan Shakespeare, Joint CEO, says it will give brand owners and investors 'real-time access to consumer perceptions', which will help them react quickly 'to limit damage and maximise opportunities'.
YouGov is online at www.yougov.com . Xtreme Information, an advertising intelligence provider, is at www.xtremeinformation.com ..
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