Heinz And Sony Are Most Remembered UK Brands
Heinz and Sony have been revealed as the UK’s most remembered brands ahead of some of the best known international names, which failed to get mentioned in the latest Brand Check Survey.
The research shows that Sony has regained strength to draw level with Heinz, which has almost consistently been the best-remembered brand since market research firm Martin Hamblin GfK began its survey began in September 2002.
Heinz was found to hold equal favour amongst the young and old, male and female, social grades and regions. However, Sony was particularly strong amongst men and consumers aged between 16 and 29.
In a nationally representative poll, 1,000 adults were asked to name five brands of any products or services they can think of. Heinz is nearly always top of the charts and in February achieved pole position for the second consecutive time.
However, electronics manufacturer Sony has always been close behind the FMCG giant and when the survey was carried out in January last year it beat Heinz to the top with 21% of people mentioning the brand.
The list of top twenty mentioned brands sees Panasonic move up six places from number twelve last round to number six this time and Marks & Spencer climb five places to take fifteenth position. Ariel and Cadbury were knocked off the top twenty by Nike and Adidas marking the first time that sports brands have made it on to the leader board.
| Top Ten Brands Most Remembered UK Brands | ||
| 1 (1) | Heinz | 19% |
| 1 (2) | Sony | 19% |
| 3 (3) | Kellogg’s | 16% |
| 4 (5) | Tesco | 11% |
| 5 (4) | Persil | 9% |
| 6 (12) | Panasonic | 8% |
| 7 (8) | Hotpoint | 8% |
| 8 (7) | BT | 7% |
| 9 (15) | Hoover | 7% |
| 10 (6) | Sainsbury’s | 7% |
| Source: Brand Check | ||
The biggest surprise was how many of the world’s best known names did not even make it into the top twenty. Major American brands such as Pepsi, IBM, Disney and Starbucks failed to get mentioned by the British public. Also missing were familiar British brands such as Virgin, British Airways, Mars and BP. Ford was the only car brand to make it into the top twenty of recalled brands and BT was the only telecomms provider.
Martin Hamblin GfK: 01275 810744 www.martinhamblin-gfk.com
Recent Research Stories from NewsLine Advertiser Funded Television To Take Off In 2004 Research Shows ITV Merger May Fuel Outdoor Profits UK Viewers Call For Change In Way BBC Is Funded
Subscribers can access ten years of media news and analysis in the Archive