Kiss unveils new brand research findings

Kiss Radio today unveiled its research in to brand loyalties and what brands young consumers consider to be cool, innovative and relevant.

The results show that Apple reigns as the coolest brand for young people in Britain, while Google is rated as the brand loved the most by 15-34 year olds.

Britain’s female population bucked the trend and also ranked technology and gadget brands as cooler and more innovative than top fashion brands, which have historically been regarded as the trend setters in the UK.

The dominance of internet and technology brands was observed among young men, with brands such as PS3 and Apple proving to be most popular.

Steve Parkinson, managing director of Kiss, said: “This research provides a snapshot of the brands that are close to the heart of Britain’s young consumers in 2008. We can see a clear pattern in the passions of young people with gadgets, technology and gaming leading the pack.”

The survey, which questioned more than 3000 people across the UK, also uncovered a North-South divide in brand loyalty, stretching across all areas including clothing, cars, gadgets, technology, fashion and sports.

Gaming brands such as Xbox and Playstation, played by Northern icons like Wayne Rooney, see greater loyalty from the North, while those in the South favour social networking brands including Facebook, championed by Lily Allen.

Parkinson said: “We were surprised to see what a difference there was between the North and South when it comes to brand choices, especially in the cases of gaming, social networking and fashion.

“It’s clear that celebrities have a huge impact on brand perception across the UK with the likes of Coleen Rooney, Kate Moss, football stars and musicians all being heralded as trend setters.”

Kiss: www.totalkiss.com