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Best Known British Brands
Sony and Heinz are still the two best known brands in the UK, each mentioned by 19% of respondents to the latest Brand*Check survey by Martin Hamblin GfK.
One thousand British adults are asked to name five brands of any products or services they can think of. Heinz has only once been off the top spot, and in all but one of the surveys these have been the top two.
Heinz holds equal favour amongst the young and the old, male and female, social grades and regions, but Sony is particularly popular amongst men and the 16-29 year old age group.
In the top 20 mentioned brands, Hoover and Panasonic are the equal highest climbers, each up six places, and M&S moves up 2% points and 5 places. Ariel and Cadbury's are knocked out of the Top 20 by Nike and Adidas (5%), which are the only sports brands to make the list, although they also appeared in the September 2002 ranking.
| | Sept '02 | Oct '02 | Nov '02 | Jan '03 | May '03 | Feb '04 | | 1 | Heinz (17%) | Heinz (18%) | Heinz (19%) | Sony (21%) | Heinz (17%) | Heinz (19%) | | 2 | Sony (14%) | Kellogg's (14%) | Sony (17%) | Heinz (15%) | Sony (16%) | Sony (19%) | | 3 | Kellogg's (13%) | Sony (12%) | Tesco (13%) | Tesco (13%) | Kellogg's 15%) | Kellogg's (16%) | | 4 | Persil (11%) | Persil (11%) | Kellogg's (12%) | Kellogg's (11%) | Persil (12%) | Tesco (11%) | | 5 | Coca-Cola (9%) | Tesco (10%) | Persil (10%) | Persil (10%) | Tesco (10%) | Persil (9%) | | 6 | Tesco (9%) | Ford (9%) | Sainsbury's (9%) | Sainsbury's (9%) | Sainsbury's (9%) | Panasonic (8%) | | 7 | Ford (9%) | Fairy (9%) | Hotpoint (9%) | Hotpoin (9%) | BT (9%) | Hotpoint (8%) | | 8 | Sainsbury's (7%) | Hotpoint (8%) | Nescafe (9%) | Fairy (9%) | Hotpoint (7%) | BT (7%) | | 9 | Hotpoint (7%) | Coca-Cola (8%) | Philips (8%) | Panasonic (9%) | Coca-Cola (7%) | Hoover (7%) | | 10 | Ariel (7%) | Panasonic (7%) | Panasonic (8%) | M&S (8%) | Philips (7%) | Sainsbury's (7%) | | 11 | Fairy (7%) | BT (7%) | Asda (8%) | BT (8%) | Nescafe (7%) | Nescafe (7%) | | 12 | Philips (7%) | Hoover (7%) | M&S (8%) | Hoover (8%) | Panasonic (7%) | Coca-Cola (6%) | | 13 | M&S (7%) | Sainsbury's (7%) | Fairy (7%) | Philip (7%)s | Ford (6%) | Ford (6%) | | 14 | Hoover (6%) | Nescafe (7%) | Hoover (7%) | British Gas (7%) | Cadbury's (5%) | Philips (6%) | | 15 | Nike (6%) | Ariel (6%) | Ford (7%) | Asda (7%) | Hoover (5%) | M&S (6%) | | 16 | BT (6%) | Philips (6%) | Cadbury's (7%) | Nescafe (7%) | Fairy (5%) | Toshiba (5%) | | 17 | Cadbury's (6%) | Cadbury's (6%) | BT (6%) | Ford (6%) | Asda 5%) | Fairy (5%) | | 18 | Nescafe (6%) | Asda (5%) | Coca-Cola (6%) | Coca-Cola (6%) | Ariel (5%) | Nike (5%) | | 19 | Adidas (5%) | M&S (5%) | Ariel (5%) | Safeway (5%) | Toshiba (5%) | Asda (5%) | | 20 | Panasonic (5%) | Dyson (5%) | Dyson (5%) | Cadbury's (5%) | M&S (4%) | Adidas (4%) | | | | | | | | |
Among FMCG brands, Heinz is ahead by some distance. Persil is still the most recalled washing powder brand (9%), down 3% but still well ahead of rival Ariel (4%). Coca-cola receives a lower than expected result of 6%.
Sony is by far the most highly recalled brand in this category. Panasonic (Japan) is now slightly in front of Hotpoint (UK), closely followed by Hoover from the USA, Philips from Netherlands and Toshiba from Japan.
Tesco is still the most recalled retail brand. Asda, which currently holds 2nd place in the supermarket share ratings, reached only 4th position as a recalled brand and Sainsbury's remains second despite dropping 2% since May 2003.
Mention of one brand in a category makes consumers more likely to mention other brands in the same sector (for example 15.7% of the general sample mentioned Kellogg's, but 22.3% of those who mentioned Heinz also mentioned Kellogg's - this holds true for the other main sectors).
Brand*Check is a repeated survey amongst 1,000 adults representative of the UK population. The study is carried out by telephone using Martin Hamblin GfK's Britbus fortnightly omnibus, and the latest wave of research was carried out in February 2004.
The company's web site is at www.martinhamblin-gfk.com
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