Since 1995, industry experts and a panel of consumers have selected the strongest brands in the UK - the Superbrands. Globally-recognised megabrands move up and down this list, clearly demonstrating the changing consumer landscape.
But are these brands really the ones that the UK is excited about? Or are they just what we’ve come to expect?
Ikano Insight is disappointed so few of the Superbrands are home-grown British brands and that, with 1,500 brands for the panel to review, 85 per cent of the Superbrands are from the first half of the alphabet! So using YouGov’s internationally-recognised BrandIndex tool, we identified our own winners from the Superbrands shortlist.
They’re all great in one way or another, ensuring customers keep coming back and demonstrating real long term loyalty. You don’t need everyone to be aware of your brand if your core customers keep returning and tell their friends and family about you. Here are the brands that might not be top for awareness, however, they demonstrate exceptional brand health through measures such as sustained quality perceptions, strong satisfaction or likelihood to be recommended, all of which are the key contributors to loyalty. Even though many of these success stories are now internationally-owned or recognised, they all originated in Great Britain.