Opinium Finds UK's 'Most Connected Brands'

UK-based Opinium Research has launched the 'Most Connected Brands Index', described as 'the first ever brand ranking to be compiled exclusively from consumer feedback'.

Opinium offers a full range of research services including consultancy, syndicated, field and data services, and a daily low-cost online Omnibus which interviews 2000 UK adults per wave. The Brand Index was compiled using 11,000 spontaneous brand mentions and 48,000 brand reviews, from 6,000 consumers.

The brands listed are those deemed to have succeeded in becoming indispensable to consumers' daily lives. Five key brand metrics - Prominence, Distinction, Emotional connection, Popularity and Buzz - are weighted and combined to produce a one number summary of a brand's ability to connect with consumers.

The research identified the 100 Most Connected Brands in the UK - a list of the top 50 is below. Opinium says that unlike other indices, its ranking shows FMCG and heritage brands 'continuing to thrive and grow amongst the technology giants due the strength of their relationship with consumers'.

Director Emily Dickinson says of the process: 'Too often, a brand's performance is viewed simply in terms of dominance in the marketplace and shareholder return. But an era of expanding customer expectations and constant competitive disruption, how brands connect with those with whom they do business and the wider communities in which they operate has never been more important to ensuring that they continue to thrive and grow'. She adds: ' For brands such as Heinz, Cadbury and M&S representing something more than a return on investment has enabled them to become an integral part of consumers daily lives'.

CEO James Endersby says the question his team has heard more than any other over the last few months is 'Why create another brand index?', and he notes 'we can understand why. There is a proliferation of indices already available to marketeers, brand owners and communications professionals. But despite differing methodologies, markets and presentations we noticed that they all had one thing in common. All these indices ranked the performance of brands using a black-box analysis defined by experts working in the industry. None of them simply asked the people that have the power to build, define and sometimes destroy the brands and businesses we create: the consumers themselves'.

Web site: www.opinium.co.uk .


Most Connected Brands Index - top 50:

1. Amazon
2. Google
3. Heinz
4. BBC
5. Apple
6. YouTube
7. Samsung
8. Cadbury
9. eBay
10. Microsoft
11. Coca-Cola
12. PayPal
13. Tesco
14. Walkers
15. Kellogg's
16. Argos
17. Dyson
18. Lidl
19. M&S
20. Colgate
21. Aldi
22. Fairy
23. Boots
24. Sainsburys
25. Facebook
26. Sony
27. McVities
28. Dove
29. McDonalds
30. Netflix
31. Birds-eye
32. Morrisons
33. Nivea
34. Whatsapp
35. Addidas
36. Ikea
37. Mastercard
38. Disney
39. Nestle
40. Asda
41. Iceland
42. Gillette
43. Nescafe
44. John Lewis
45. Nike
46. Primark
47. Ford
48. Tetley
49. Panasonic
50. HP.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.