Additional Information


Content

Apple UK's 'most desired' brand but tax avoidance scandal hits Google

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.

Google: brand's desirability in the UK damaged by tax avoidance issue

Google: brand's desirability in the UK damaged by tax avoidance issue

Share this article

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 UK ranking, with a 1% increase, ahead of its own iPhone brand.

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 UK is continuing to feel the effects of austerity, with value brands such as Lidl (+80%), Ikea (53%) and Morrisons (+61%) all experiencing rises.

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 UK rival Costa enjoyed a 70% surge. 

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

Position Brand Year-on-year change
1 Apple 1%
2 iPhone 1%
3 Ferrari 34%
4 Tiffany 46%
5 Marmite 5%
6 iTunes -4%
7 Amazon 1%
8 iPad -23%
9 Cadbury's 26%
10 Dyson 28%
11 Tripadvisor New
12 GHD New
13 Calpol New
14 KitKat 22%
15 Unicef 20%
16 WWF 6%
17 YouTube 2%
18 Disney 23%
19 Fairtrade -8%
20 Tag Heuer 8%

This article was first published on marketingmagazine.co.uk

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Latest jobs Jobs web feed

FROM THE BLOGS

The Wall blogs

Back to top ^