This morning in London, UK consumer perceptions of a what makes a ‘good’ brand were revealed during the launch of new ‘Triple G’ research. Identifying the brands which consumers really love and why, the research shed a light on what it takes to be a ‘good’ brand in today’s marketplace.
The Triple G research and measurement system was created by The Good Relations Group and rates brands against key factors required to earn the love and loyalty of consumers.
To find out what makes a ‘good’ brand today, the Triple G research explored consumer perceptions of the 3 dimensions of good – good actions, good engagement and good recommendation. With 12,000 consumers and 120 brands involved, this was a large scale research project, which took in a varied demographic from across the UK.
Using these insightful consumer perceptions, it has been revealed that in the UK the top performing brands in terms of their good actions, good engagement and good recommendations are (in order):
- Cadbury
- John Lewis
- Amazon
- Weetabix
- PayPal
- Aldi
- Johnson & Johnson
- Waitrose
- Panasonic
- Kelloggs
These top ten brands scored 3G’s – the highest Triple G score. Outshining other brands in terms of their good actions, good engagement and good recommendations. Additional brands scored 2 and 1 G’s.
The Triple G report, published today, identifies these top brands in the eyes of UK consumers, including some of the most successful retail, technology, automotive, FMCG and travel companies, identifying exactly what it is that makes consumers rate them as good.
To launch the report, a breakfast event was hosted at BAFTA in London, with guest speakers from Waitrose, Paypal and Weetabix sharing their own insights and experiences.
For more information, you can download the full report here.
The report also features in Marketing Week online today.