Apple has retained its place as the UK's most desirable brand, but Google suffered a 38% decline in desirability as the ongoing tax avoidance scandal impacted its brand perception.
The survey, carried out by marketing agency Clear, part of M&C Saatchi Group, showed Apple clinging to its place at the top of the
However, the report showed a chink in Apple’s armour, with its iPad brand experiencing a 23% fall in desirability, and arch-rival Samsung climbing 22%. In the equivalent US report, Apple has experienced a 10% drop and is no longer in the top 20 brands.
According to the survey, the
Google, which was twice hauled before MPs to defend alleged tax avoidance measures, suffered a 38% decline in desirability, and has fallen out of the top 20 as a result.
Similarly, although Starbucks – another target for tax campaigners – nudged its desirability rating up by 3%, its biggest
The Brand Desire survey featured 60,000 consumers from six countries who were quizzed over a three-year period about 900-plus brands, in an attempt to understand what creates, destroys and sustains brand desire.
Top 20 Desirable Brands: UK
This article was first published on