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Heinz is the best remembered brand in the UK, closely followed by Sony, according to the Martin Hamblin GfK Brand*Check survey, carried out in 5 waves between September 2002 and May '03. Household products feature prominently, ahead of banks, cars and others.A total of 5,000 respondents were asked to name five brands of any products or services they could think of. Heinz came top of the charts in 4 of the 5 polls, only once being beaten by Sony in January, possibly as a result of seasonal gift buying. The top brands are each mentioned by just over 1 in 6 of those questioned.
There is remarkable consistency in the brands mentioned across waves, and there are also some surprising absences from big international brands. Other brands featuring in the top 10 in all five waves are Kellogg's, Persil, Tesco and Hotpoint.
Sept 02 | Oct 2002 | November 2002 | Jan 2003 | May 2003 | |
| 1 | Heinz (17%) | Heinz (18%) | Heinz (19%) | Sony (21%) | Heinz (17%) |
| 2 | Sony (14%) | Kellogg's (14%) | Sony (17%) | Heinz (15%) | Sony (16%) |
| 3 | Kellogg's (13%) | Sony (12%) | Tesco (13%) | Tesco (13%) | Kellogg's (15%) |
| 4 | Persil (11%) | Persil (11%) | Kellogg's (12%) | Kellogg's (11%) | Persil (12%) |
| 5 | Coca-Cola (9%) | Tesco (10%) | Persil (10%) | Persil (10%) | Tesco (10%) |
| 6 | Tesco (9%) | Ford (9%) | Sainsbury's (9%) | Sainsbury's (9%) | Sainsbury's (9%) |
| 7 | Ford (9%) | Fairy (9%) | Hotpoint (9%) | Hotpoint (9%) | BT (9%) |
| 8 | Sainsbury’s (7%) | Hotpoint (8%) | Nescafe (9%) | Fairy (9%) | Hotpoint (7%) |
| 9 | Hotpoint (7%) | Coca-Cola (8%) | Philips (8%) | Panasonic (9%) | Coca-Cola (7%) |
| 10 | Ariel (7%) | Panasonic (7%) | Panasonic (8%) | M&S (8%) | Philips (7%) |
| 11 | Fairy (7%) | BT (7%) | Asda (8%) | BT (8%) | Nescafe (7%) |
| 12 | Philips (7%) | Hoover (7%) | M&S (8%) | Hoover (8%) | Panasonic (7%) |
| 13 | M&S (7%) | Sainsbury (7%) | Fairy (7%) | Philips (7%) | Ford (6%) |
| 14 | Hoover (6%) | Nescafe (7%) | Hoover (7%) | British Gas (7%) | Cadbury's (5%) |
| 15 | Nike (6%) | Ariel (6%) | Ford (7%) | Asda (7%) | Hoover (5%) |
| 16 | BT (6%) | Phillips (6%) | Cadbury's (7%) | Nescafe (7%) | Fairy Liquid (5%) |
| 17 | Cadbury's (6%) | Cadbury's (6%) | BT (6%) | Ford (6%) | Asda (5%) |
| 18 | Nescafe (6%) | Asda (5%) | Coca-Cola (6%) | Coca-Cola (6%) | Ariel (5%) |
| 19 | Adidas (5%) | M&S (5%) | Ariel (5%) | Safeway (5%) | Toshiba (5%) |
| 20 | Panasonic (5%) | Dyson (5%) | Dyson (5%) | Cadbury's (5%) | M&S (4%) |
TOP 10 RECALLED BRANDS IN THE UK (CUMULATIVE RESULTS OVER 5 WAVES)
Fmcg goods are the highest ranked brands - since September, 8 of the top 20 brands have consistently been from the fmcg sector. The top fmcg brands mentioned apart from Heinz have been Kellogg's, Persil, Coca-Cola, Fairy, Ariel, Cadbury's and Nescafe.
Among those not making it into the top 20 in any of the five polls are Pepsi, IBM, Disney and Starbucks, which are rated top global brands by Interbrand, the world's leading brand consultancy - none of these amounted to even 1% of all mentions. Also missing were familiar British brands such as Virgin, British Airways, Mars and BP.
Ford is the only car brand to make it into the Top 20 of recalled brands, BT the only telecommunications provider. No banks or financial services organisations made it even into the top 50 brands mentioned. The best remembered brands are those with which people come into contact regularly, such as supermarkets, or those they find in their homes such as Hoover and Hotpoint.
Below are the top ten brands for five market sectors: fmcg, retail, financial services, electrical goods, and telecommunications & other services.
TOP 10 FMCG BRANDS
The leaders here are among the most heavily advertised brands. Four of the top brands are washing powders with Persil receiving the most mentions (11%). Nescafe's dominance of the coffee market is evident from its 7% ranking, well ahead of most-remembered tea Tetley (3%), or any other coffee.
TOP 10 ELECTRICAL BRANDS
The chart for electrical goods has a truly international cast of names. Sony is the runaway leader with Hotpoint, Britain's leading electrical brand manufacturer in second place, closely followed by Panasonic from Japan, Philips from the Netherlands and Hoover from USA.
TOP 10 RETAIL BRANDS
Supermarkets take the top five slots in the retail sector. In accordance with its market position, Tesco came top of the poll for most recalled retail brand. However, Asda, which currently holds 2nd place in the supermarket share ratings, reached only 4th position as a recalled brand. Sainsbury came closest to Tesco with a mean score of 8% of mentions vs Asda's 6%. Marks & Spencer remains a brand favourite, but McDonalds was mentioned by a lowly 1% of respondents. Next is the top clothes specialist although of course M&S and now Asda are leading clothes retailers.
TOP 10 AUTOMOTIVE BRANDS
In some categories, there is a clear brand leader for recall, and in the case of automotive, it is most definitely Ford (7%), with Vauxhall a perhaps surprising second way behind on 3%.
In the telecoms and financial services market, not many brands were spontaneously mentioned apart from the leaders in their respective categories. In telecoms BT is the most highly recalled brand (7%), followed a long way behind by Orange (0.8%), Nokia (0.8%) and Vodafone (0.4%). In financial services, only the four big banks were mentioned - Barclays (1%), Lloyds TSB (0.7%), NatWest (0.4%) and HSBC (0.3%).
Brand*Check is conducted quarterly amongst 1,000 adults representative of the UK population, as part of the telephone-based Britbus fortnightly omnibus. The data in this release is from research carried out in September, October, November 2002, and Jan and May 2003.
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.
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