The latest annual YouGov BrandIndex league table reveals that among the most highly rated brands are retailers. Marks & Spencer comes in third behind Google and Amazon with John Lewis and Sainsbury’s is in the seventh and 10th spots respectively.
YouGov’s BrandIndex measures how consumers perceive brands on a daily basis in terms of quality, value, customer satisfaction, corporate reputation, general impression, and likelihood of consumers to recommend the brand. The average score across these six attributes is taken to create a single composite figure called the Index score.
The importance of perception and how long it takes to cultivate a positive image is highlighted by the fact that the 20 most highly-rated brands in 2011 contain only one new entrant, with the top six being the same as 2010.
Sarah Murphy, YouGov’s associate director, BrandIndex said: “It’s been a tough year for the leading brands, very few have managed to improve their perceptions in consumers’ eyes.”
Meanwhile, the Chartered Institute of Environmental Health (CIEH) tannounced this week that the John Lewis Partnership had achieved corporate membership in recognition of its strong commitment to high standards of environmental health.
Graham Jukes, CIEH chief executive said: “It gives me great pleasure - and pride - to award CIEH corporate membership to the John Lewis Partnership, which is without question one of the world’s most responsible and highly regarded corporate citizens. For the CIEH, corporate membership recognises exceptional organisations which go that extra mile to protect the public and to create safe and rewarding working environments for employees.”
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