The NHS is the Most Relevant Brand to UK Consumers
LONDON, UK – September 18, 2019 – Global consultancy Prophet announced the results of the fourth annual Brand Relevance Index® (BRI) in the UK, a ranking of the most relevant brands in consumers’ lives today. This year saw the NHS soar to the top for the first time, a spot that has been previously dominated consecutively by Apple. Following the NHS in second and third place sit the streaming giants, Spotify and Netflix. Lush and Samsung were new entrants into the top 10, replacing Amazon and Android.
Outside of the top 10, big shifts came from ride-sharing and wider automotive industries. Zipcar made its debut as the highest new entrant into the Index at 22, while Jaguar and Mini were some of the biggest climbers across the board.
The top ten most relevant brands were:
“This year’s results are at once astounding and intuitive,” said Tosson El Noshokaty, Partner and Regional Lead, EMEA at Prophet. “The NHS’s increasing brand relevance speaks to a level of uncertainty for UK consumers that runs deep at the moment, resulting in a trend towards an even stronger appreciation for the very backbone of the nation. And with declining trust in some of the globally renowned brands, consumers want, and need, strong and stable services on which they can rely and depend.”
In order to find out which brands are the most relevant, Prophet conducted a survey of 12,200 UK consumers on more than 235 brands in 26 industries measuring across four brand principles: customer obsession, ruthless pragmatism, pervasive innovation and distinctive inspiration. By speaking directly with consumers, the BRI determines which brands are truly indispensable to peoples’ lives and how forces like technology are changing consumer behaviours.
“Our belief as a firm is that relevance is the most reliable indicator of a brand’s long-term success and the Prophet Brand Relevance Index® continues to demonstrate this with our data revealing that the revenue growth of the most relevant brands has outperformed the FTSE 100 average by 276% over the last decade,” said El Noshokaty. “Designed specifically to help business leaders and brand builders, the insights identify the trends, behaviours and drivers affecting their brand as well as their competitors.”
- British brands bounce back – following a gradual decrease in the success of British brands over the past three years, 2019 shows a resurgence of homegrown brands climbing back up the Index. Leading the trend, the NHS soars 8 places into the No. 1 spot. Other notable high rankers include Lush (8) who moved into the top 10, John Lewis (23) and Pure Gym (29). Some of the biggest climbs came from Jaguar, Mini and BUPA.
- Declining trust in big tech – innovation alone is not enough. Apple (5) slipped from the number one spot this year after three consecutive years at the top. While still deemed an irreplaceable part of life, consumers are increasingly suspicious of trusting big tech companies with personal data.
- Purpose-driven brands got hotter – with conscious consumerism on the rise, brands operating with purpose are more relevant than ever. LEGO (6), Ikea (18) and Lush (8) all appeal to UK consumers through the successful activation of their eco-credentials and shared values.
- Partnering for excellence – many of this year’s top performing brands are broadening their relevance with strategic partnerships, turning to others in order to scale innovation and deliver on what their customers need now, and in the future. Samsung (9) put an end to choppy gameplay when it partnered with Xbox (12) to co-develop an exceptional level of gaming performance on the QLED TV.
- Access trumps ownership – ownership continues to lose its value as many of the top-scoring brands are those that offer cost-effective, convenient access to experiential products and services. Uber (17), Zipcar (22) and Netflix (3) are prompting traditional brands within their respective industries to shake up their models in the coming year.
The Prophet Brand Relevance Index® is released in four countries – the United Kingdom, Germany, United States and China. Apple was the top brand in Germany and the U.S., whilst Alipay took the top spot in China.
The complete results across regions can be found here.
Prophet surveyed 51,000 consumers across the U.S., UK, Germany and China about 700 brands. It partnered with Dynata, one of the world’s leading global providers of first-party consumer and professional data.
In the UK, Prophet surveyed 12,200 consumers on 235 brands across 26 industries. Companies from all industries that contribute materially to UK household spend were included, except brands in the tobacco and firearms categories or those engaged in primarily business-to-business categories. In some cases, smaller companies that are driving change in their respective industries were also included given their significant traction with consumers. The data was sourced from the Office for National Statistics’ 2018 Family Spending Report (UK).
Each participating consumer rated up to five brands within a single category on 16 different attributes that correspond to the four principles of relevance Prophet identified. To rate a brand, a consumer had to be familiar with the brand and a frequent consumer in the brand’s category. More information about the methodology can be found here.
Prophet is a consultancy that helps clients find uncommon growth through marketing, brand, experience, innovation and organization & culture capabilities. We operate differently than other consultancies, blending insight, strategy and creativity with an optimistic yet pragmatic approach.
We have partnered with some of the world’s most successful companies, including Electrolux, T-Mobile, UBS, Formula-E and GE. With twelve global offices and more than 350 experts in marketing, innovation, digital and design, we are able to bring together the right people with the right experience to solve our clients’ business challenges. Prophet.com