Brand Personality 2015
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Brand Personality 2015 Behavioural. Experimental. Statistical. Welcome to Decision Technology’s 11th Annual Brand Personality survey. This report summarizes our unique insights into how some of the UK’s biggest brands have performed in 2015, based on a survey of over 1000 consumers. As always, this year’s survey contains some fascinating results that get behind the headlines and show what the UK public really thinks. For example, while Volkswagen’s fall from grace will not come as any surprise, its loss of Innovation, Power and Prestige in 2015 are almost matched by the United Kingdom Independence Party. Read on to find out who the UK public see as the most (and least) Honest, Innovative, Prestigious, Powerful and Green brands of 2015. ©Decision Technology 2015 Brand Personality 2015 1 Top Brands 2015 Most Honest Brand 2015 Most Innovative Brand 2015 Most Powerful Brand 2015 Most Prestigious Brand 2015 Most Green Brand 2015 Best Overall Brand 2015 © Decision Technology 2015 Brand Personality 2015 2 Brands Tracked in 2015 ©Decision Technology 2015 Brand Personality 2015 3 Brand Personality Traits What is Brand Personality? The Traits Explained It is well known that people have measurable personalities that can be used to predict their behaviour in new situations. According to the leading model of human personality, the myriad adjectives we use to describe people can be distilled into just five key dimensions or traits: Openness, Conscientiousness, Extraversion, Agreeableness and Neuroticism. There is also evidence that animals have personalities too. Our first trait, Honesty, measures a brand’s integrity. Trustworthy brands that are perceived to care about their customers will receive high Honesty scores. Our own research, as well as studies from the US, have shown that the same personality measurement methodologies can be applied to companies and organizations to measure their “brand personality”. Brand personality also appears to be related to performance and financial results. We have identified a five-factor model of brand personality. Each factor is represented by a weighted mix of adjectives that help characterize them. For example, the “Honest” dimension is characterized by adjectives like caring and trustworthy. © Decision Technology 2015 Innovation tracks the energy and creativity of a brand. Stale or copy-cat brands receive a lower score on this measure. Power relates to presence and dominance in the market. Ubiquitous and widely-purchased brands score highly on this trait. Prestige is concerned with the social significance associated with a brand. It is typically related to exclusivity and quality. Finally, Green-ness is a measure of perceived environmental impact. In addition, we also report the overall positive or negative Sentiment associated with each brand, as measured by the tendency for consumers to associate that brand with positive or negative adjectives of any kind. Brand Personality 2015 4 Honesty The Body Shop takes the top spot from Oxford, who topped last year’s list. As in previous years, many high street retailers are seen as honest organisations, including The Body Shop, John Lewis, Marks and Spencer, Boots, and Waitrose. At the other end of the scale, political parties continue to be mistrusted, with UKIP and the Conservative Party faring especially badly. Bookmakers such William Hill, Paddy Power, Ladbrokes, and Betfair are also not considered to be honest brands. Most Honest Brands Least Honest Brands 2015 Rank Vs. 2014 2015 Rank Vs. 2014 1st 1 1st 4 Cancer 2nd 1 FIFA 2nd 2 Help for Heroes 3rd - y 3rd 4 Oxfam 4th - Ladbrokes 4th 2 5th - The Sun 5th 2 John Lewis 6th 2 William Hill 6th 5 Body Shop 7th - 7th 18 Marks & Spencer 8th 2 British Parliament 8th 2 NHS 9th 1 Ryanair 9th 3 Cambridge University 10th 1 The Premier League 10th 2 ©Decision Technology 2015 Brand Personality 2015 5 Innovation The list of most innovative brands is made up of technology firms, online businesses and car makers, including some of the world’s largest and most valuable companies. Apple retains it crown as most innovative brand, holding off Microsoft and Mercedes Benz who both moved up the rankings. The Liberal Democrats are again the least innovative brand, but are joined by UKIP who suffered a spectacular fall of thirty-six places in the rankings following their poor performance in the general election. Most Innovative Brands Least Innovative Brands 2015 Rank Vs. 2014 2015 Rank Vs. 2014 1st - Lib Dem Party 1st - Amazon 2nd 1 William Hill 2nd 36 Google 3rd 3 Labour Party 3rd 1 c 4th 2 Ladbrokes 4th 3 5th - European Parliament 5th 8 Facebook 6th 4 R & Sun All 6th 3 eBay 7th 3 Prudential 7th 3 Samsung 8th 1 8th 3 9th 1 10th 4 y Sony 9th - Sky TV 10th 2 Scottish & Southern Energy f © Decision Technology 2015 Brand Personality 2015 6 Power Microsoft and the BBC cemented their positions as the UK’s most powerful and dominant brands this year, but were joined in the top ten by the Conservative party, with a general election performance that propelled them fourteen places higher in the rankings. In contrast, three of their political rivals – UKIP, the Green Party and the Liberal Democrats – are the least powerful brands this year, with UKIP suffering a fall of four places to become the least powerful brand of 2015. Most Powerful Brands Least Powerful Brands 2015 Rank Vs. 2014 2015 Rank Vs. 2014 1st - 1st 4 2nd - HTC 2nd 1 Microsoft 3rd 3 Phones4U 3rd - Bank of England 4th 3 3 Mobile 4th 6 BBC TV 5th 1 Gap 5th 1 NHS 6th 3 T 6th 2 Google 7th 2 Lib Dem Party 7th 9 British Parliament 8th - Uswitch.com 8th 6 Apple 9th 14 Scottish & Southern Energy 9th - Coca-Cola 10th 2 William Hill 10th 4 British Army The Police TV ©Decision Technology 2015 Brand Personality 2015 7 Prestige There is little change at the top of the prestigious brand rankings this year, as car manufacturers Mercedes-Benz and Jaguar maintain their grip on the top of the list. Poundland retains its place this year as the least prestigious brand, with rival discount retailers Lidl and Aldi yet to translate growing market share into brand prestige. Most Prestigious Brands Least Prestigious Brands 2015 Rank Vs. 2014 2015 Rank Vs. 2014 1st - 1st - 2nd - 3rd - 4th - 5th - 6th 7 7th 1 8th 1 9th 3 10th 2 Jaguar 2nd - The Sun Mercedes-Benz 3rd 1 Aldi BMW 4th 1 Oxford University 5th 1 Ryanair Cambridge University 6th 1 Audi 7th 2 Apple 8th British Airways 9th John Lewis 10th - Waitrose Facebook © Decision Technology 2015 Brand Personality 2015 8 Green-ness The Green Party continues to stay at the top spot. Google’s return to the top ten confirms that many consumers believe online businesses to be inherently green. Unsurprisingly, the list of least green brands is dominated by airlines, oil companies and car manufacturers as in previous years. The recent engine-testing scandal means that VW drop twentythree places to become the third least green brand in 2015. Most Green Brands Least Green Brands 2015 Rank Vs. 2014 2015 Rank Vs. 2014 Royal Society for Protection of Birds 1st - Ryanair 1st 1 Body Shop 2nd - EasyJet 2nd 1 Oxfam 3rd 1 BP 3rd 23 Help for Heroes 4th 1 British Airways 4th 1 Unicef 5th 1 Shell 5th - Cancer Research 6th 3 Virgin Atlantic 6th 2 Marks & Spencer 7th 4 Jaguar 7th 1 Google 8th 12 Castrol 8th 1 9th 19 Mercedes-Benz 9th 4 10th 4 Renault 10th 2 Amazon TV Waitrose ©Decision Technology 2015 Brand Personality 2015 9 Sentiment Apple retains its crown as the brand that overall attracts the most positive sentiment from UK consumers. This year, The University of Cambridge has moved up two places and now has a more positive sentiment than University of Oxford. Sony has jumped four places to make it into this year’s top ten list. In the least positive sentiment list, UKIP now take the top spot. Bookmakers also fare badly, with Betfair joining William Hill, Paddy Power, and Ladbrokes on the list. Most Positive Sentiment TV © Decision Technology 2015 Least Positive Sentiment 2015 Rank Vs. 2014 2015 Rank Vs. 2014 1st - 1st 6 2nd 1 2nd - 3rd 2 3rd 2 4th - 4th 2 5th 3 5th - 6th 2 6th 4 7th 4 7th 4 8th 2 8th 23 9th 1 9th 5 10th 3 10th 6 Brand Personality 2015 10 About Decision Technology Founded in 2002, Decision Technology specialises in helping businesses and policymakers understand and manage customer decision-making, from acquisition through to retention and all the points in-between. Dectech seeks to define a new category that is both market research agency and strategy consultant. Hence, we deliver field research and customer insights alongside financial analysis and business advice. We believe in this hybrid approach because it marries the necessary focus on commercial results with a practical understanding of what drives human behaviour. For further information please see our website at www.dectech.co.uk ©Decision Technology 2015 Brand Personality 2015 11
