The SUPERBRANDS organization has issued their list of the consumers' choice of top 500 brands in the UK (based on a survey of about 3000 consumers). They also asked a panel of "brand experts" to rank brands.
The PR around the release of the lists made much of the fact that the consumer list and brand expert lists were quite different.
The Consumers' Top 10 list was:
1. Microsoft
2. Coca-Cola
3. Google
4. BBC
5. BP
6. British Airways
7. LEGO
8. Guinness
9. Mercedes-Benz
10. Cadbury
The Brand Experts' Top 10 list was:
1. Google
2. Apple
3. iPod
4. Mini
5. eBay
6. BBC
7. Coca-Cola
8. Red Bull
9. Tesco
10. Waitrose
I think the lists are both very interesting, and other than the fact that the Brand Experts have chosen more modern and technology based brands, what can we learn?
I think both lists are very helpful and tell us a great deal - and both are valid
The "Brand Expert" choice shows us which of the brands are starting to push the boundaries -and are starting a process to stand out from the crowd of brands and act differently. The consumer will always lag behind as they have the history and habits that will always be an important part.
We know there is a lag effect in advertising and marketing (both as you up or drop spend) and shift campaigns.
I do think it will be interesting to see if the "brand experts" is more of a prediction of next year and the year beyond rankings... maybe it should be billed and the question asked: what are the future top consumer brands going to be..??
What do you think? Leave a comment!
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