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Brand Personality 2012

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Page 1: Brand Personality 2012

Brand Personality 2012

Page 2: Brand Personality 2012

©Decision Technology 2012 Brand Personality 2012 1

Top Brands 2012

Most Innovative

Brand 2012

Best Overall

Brand 2012

Most Prestigious

Brand 2012

Most Honest

Brand 2012

Most Powerful

Brand 2012

Most Green

Brand 2012

Page 3: Brand Personality 2012

© Decision Technology 2012 Brand Personality 2012 2

Welcome to Decision Technology’s 8th Annual Brand Personality

survey. This year’s report has a brand new look, but still with all of

our unique insights into some of the UK’s biggest brands.

As always, this year’s survey contains some fascinating results that

get behind the headlines and show what the UK public really thinks.

For example, whilst MPs may have publically shamed Amazon,

Google and Starbucks over their tax affairs it is the Conservative

Party and the British Parliament who are languishing 3rd and 8th

from bottom in our ranking of the most trusted organizations.

Read on to find out who the UK public see as the most (and least)

Honest, Innovative, Prestigious, Powerful and Green brands of 2012,

based on a survey of over 700 consumers. We also report 2012’s

most and least positively perceived brands overall.

Page 4: Brand Personality 2012

©Decision Technology 2012 Brand Personality 2012 3

Contents

Top Brands 2012…. ................................................................................................................................. 1

Welcome ................................................................................................................................................. 2

Contents .................................................................................................................................................. 3

Brands Tracked in 2012 ........................................................................................................................... 4

Brand Personality Traits .......................................................................................................................... 5

Honesty .............................................................................................................................................. 6

Innovation .......................................................................................................................................... 7

Power ................................................................................................................................................. 8

Prestige .............................................................................................................................................. 9

Green-ness ....................................................................................................................................... 10

Sentiment ......................................................................................................................................... 11

Industry Personalities ........................................................................................................................... 12

About Decision Technology .................................................................................................................. 13

Page 5: Brand Personality 2012

© Decision Technology 2012 Brand Personality 2012 4

Brands Tracked in 2012

New brands added in 2012: Jaguar, giffgaff, Phones4U, Poundland,

Page 6: Brand Personality 2012

©Decision Technology 2012 Brand Personality 2012 5

Brand Personality Traits

What is Brand Personality?

It is well known that people have measurable

personalities that can be used to predict their

behaviour in new situations. According to the

leading model of human personality, the

myriad adjectives we use to describe people

can be distilled into just five key dimensions

or traits: Openness, Conscientiousness,

Extraversion, Agreeableness and Neuroticism.

There is also evidence that animals have

personalities too.

Our own research, as well as studies from the

US, have shown that the same personality

measurement methodologies can be applied

to companies and organizations to measure

their “brand personality”. Brand personality

also appears to be related to performance

and financial results.

We have identified a five-factor model of

brand personality. Each factor is represented

by a weighted mix of adjectives that help

characterize them. For example, the “Honest”

dimension is characterized by adjectives like

caring and trustworthy.

The Traits Explained

Our first trait, Honesty, measures a brand’s

integrity. Trustworthy brands that are

perceived to care about their customers will

receive high Honesty scores.

Innovation tracks the energy and creativity of

a brand. Stale or copy-cat brands receive a

lower score on this measure.

Power relates to presence and dominance in

the market. Ubiquitous and widely-purchased

brands score highly on this trait.

Prestige is concerned with the social

significance associated with a brand. It is

typically related to exclusivity and quality.

Finally, Green-ness is a measure of perceived

environmental impact.

In addition, we also report the overall positive

or negative Sentiment associated with each

brand, as measured by the tendency for

consumers to associate that brand with

positive or negative adjectives of any kind.

Page 7: Brand Personality 2012

© Decision Technology 2012 Brand Personality 2012 6

Honesty

As in previous years, the list of most trusted brands is dominated by charities and public institutions,

but notable three retailers (John Lewis, the Body Shop and Marks and Spencer) are also in the top

ten. To find out more about building and protecting brand trust you can read the research brief we

published earlier in the year on our website.

At the other end of the scale, politicians continue to be mistrusted, with the Conservative Party

faring especially badly as the UK’s third least trusted organization. Social network Twitter may be

growing in popularity but it also suffered a big drop in trust, falling into the bottom ten brands.

Most Honest Brands

2012

Rank

2011

Rank

Royal Society for Protection

of Birds

1st 1st

Cancer Research

2nd 2nd

Help for Heroes

3rd 3rd

Oxfam

4th 4th

Unicef

5th 5th

John Lewis

6th 9th

Body Shop

7th 12th

Marks & Spencer

8th 7th

NHS

9th 14th

Cambridge University

10th 10th

Least Honest Brands

2012

Rank

2011

Rank

European Parliament 1st 1st

FIFA 2nd 2nd

Conservative Party 3rd 7th

Ladbrokes 4th 8th

The Sun 5th 4th

William Hill 6th 3rd

7th 24th

British Parliament 8th 11th

Ryanair 9th 9th

The Premier League 10th 6th

Page 8: Brand Personality 2012

©Decision Technology 2012 Brand Personality 2012 7

Innovation

The list of most innovative brands is made up of technology firms and online businesses, including

some of the world’s largest and most valuable companies. Notably Amazon have leap-frogged

Google into second place, perhaps due to their increasing forays into the world of hardware with

their line of Kindle e-readers and tablet computers.

Politicians again fare badly, with all three main political parties in the list of least innovative brands.

Most Innovative Brands

2012

Rank

2011

Rank

Apple 1st 1st

Amazon 2nd 4th

Google 3rd 2nd

Microsoft 4th 3rd

Youtube 5th 7th

Facebook 6th 6th

eBay 7th 5th

Samsung 8th 12th

Sony 9th 8th

Sky TV 10th 10th

Least Innovative Brands

2012

Rank

2011

Rank

Lib Dem Party 1st 1st

William Hill 2nd 11th

Labour Party 3rd 2nd

Ladbrokes 4th 9th

European Parliament 5th 5th

Royal & Sun Alliance 6th 7th

Prudential 7th 6th

Conservative Party 8th 3rd

Scottish & Southern Energy 9th 10th

Royal Bank of Scotland 10th 8th

Page 9: Brand Personality 2012

© Decision Technology 2012 Brand Personality 2012 8

Power

The organizations in our list of the most powerful brands of 2012 are unchanged from 2011, but software giant Microsoft has slipped off the top spot whilst competitor Apple has climbed one place.

Mobile networks, retailers and handset manufacturers take many of the spots on the list of least powerful brands, suggesting that consumers perceive the mobile market to be highly competitive, except perhaps in the area of operating systems, with market leaders Google (Android) and Apple (iOS) both in the list of most powerful brands.

Most Powerful Brands

2012

Rank

2011

Rank

British Army 1st 4th

The Police 2nd 2nd

Microsoft 3rd 1st

Bank of England 4th 5th

BBC TV 5th 3rd

NHS 6th 7th

Google 7th 6th

British Parliament 8th 9th

Apple 9th 10th

Coca-Cola 10th 8th

Least Powerful Brands

2012

Rank

2011

Rank

giffgaff 1st NEW

HTC 2nd 10th

Phones4U 3rd NEW

3 Mobile 4th 14th

Gap 5th 3rd

Tesco Mobile 6th 4th

Lib Dem Party 7th 5th

Uswitch.com 8th 2nd

Scottish & Southern Energy

9th 12th

William Hill 10th 23rd

TV

Page 10: Brand Personality 2012

©Decision Technology 2012 Brand Personality 2012 9

Prestige

Newly tracked in 2012, Jaguar is this year’s most Prestigious brand. Poundland has the more dubious honour of entering the survey this year as the least prestigious brand.

Some great rivalries also have a special place in these rankings: Mercedes-Benz is more prestigious than BMW; Oxford University more prestigious than Cambridge; and (at the other extreme) easyJet is more prestigious than Ryanair.

Most Prestigious Brands

2012

Rank

2011

Rank

Jaguar

1st NEW

Mercedes-Benz

2nd 1st

BMW

3rd 2nd

Oxford University

4th 3rd

Cambridge University

5th 4th

Audi

6th 5th

Apple

7th 7th

British Airways

8th 10th

John Lewis

9th 6th

Waitrose 10th 8th

Least Prestigious Brands

2012

Rank

2011

Rank

Poundland

1st NEW

The Sun

2nd 1st

Aldi

3rd 3rd

Lidl

4th 2nd

Ryanair

5th 6th

6th 5th

giffgaff

7th NEW

EasyJet

8th 4th

Youtube

9th 8th

Facebook

10th 9th

Page 11: Brand Personality 2012

© Decision Technology 2012 Brand Personality 2012 10

Green-ness

Whilst the list of least green brands is never a surprise – populated by oil companies, airlines and car manufacturers – the list of most green brands may be more unexpected. Supermarket Waitrose has jumped an impressive twelve places to enter this year’s top ten, but it still ranks behind Google and Amazon, showing that many consumers believe online businesses to be inherently green.

Most Green Brands

2012

Rank

2011

Rank

Royal Society for Protection of Birds

1st 1st

Body Shop 2nd 5th

Oxfam 3rd 2nd

Help for Heroes 4th 4th

Unicef 5th 6th

Cancer Research 6th 3rd

Marks & Spencer 7th 11th

Google 8th 7th

Amazon 9th 8th

Waitrose 10th 22nd

Least Green Brands

2012

Rank

2011

Rank

Ryanair 1st 1st

EasyJet 2nd 2nd

BP 3rd 3rd

British Airways 4th 4th

Shell 5th 5th

Virgin Atlantic 6th 7th

Jaguar 7th NEW

Castrol 8th 6th

Mercedes-Benz 9th 8th

Renault 10th 14th

Page 12: Brand Personality 2012

© Decision Technology 2012 Brand Personality 2011 11

Sentiment

Apple retains its crown as the brand that overall attracts the most positive sentiment from UK

consumers, but it may need to watch it’s back as Amazon has leap-frogged BMW, Mercedes-Benz

and Google to sit in third place in this year’s ranking. It has also been a good year for British retailers,

with both Marks and Spencer and John Lewis breaking into the top ten.

Most Positive Sentiment

2012

Rank

2011

Rank

1st 1st

2nd 2nd

3rd 6th

4th 4th

5th 3rd

6th 5th

7th 11th

8th 9th

9th NEW

10th 13th

Least Positive Sentiment

2012

Rank

2011

Rank

1st 3rd

2nd 1st

3rd 2nd

4th 5th

5th 6th

6th 4th

7th 10th

8th NEW

9th 14th

10th 12th

Page 13: Brand Personality 2012

© Decision Technology 2012 Brand Personality 2012 12

Industry Personalities

Every brand is different and large extremes of

personality difference can exist within a single

industry. For example, British Airways is one

of the UK’s most prestigious brands whilst

budget competitors Ryanair and easyJet are

amongst the least prestigious.

Nonetheless, there are also interesting

commonalities between brands in each

industry. By averaging across the personality

ratings of each brand within an industry we

can focus on the key differences between

industries.

For example, Technology brands are positively

perceived due to their innovativeness, whilst

Charities are honest and green. Car Makers

are not at all green, but compensate by often

being quite prestigious. Political parties are

least positively perceived, primarily because

they tend to be seen as dishonest and not

very innovative.

Industry Personalities in 2012

Sentiment

Honesty Innovation Power Prestige Green

Technology

Charities

Car Makers

FMCG

Institutions

Online

Supermarkets

Retailers

Media

Brewers

Airlines

Telecoms

Oil & Gas

Banks

Insurers

Utilities

Politics

Page 14: Brand Personality 2012

© Decision Technology 2012 Brand Personality 2011 13

About Decision Technology

Founded in 2002, Decision Technology is a research consultancy dedicated to

the study of human decision-making and the development of any associated

practical and commercial applications.

We apply extensive knowledge of academic research to approach business

issues with the best ideas and evidence available. We use rigorous techniques,

inspired by psychological science, to assess consumer data in new ways. This

means our insights are more robust and more representative of real life than

those of traditional market research, enabling us to better inform and improve

business practice.

For further information please see our website at www.dectech.co.uk