BBC iPlayer topples Marks & Spencer as digital brands dominate UK’s top three

Stephan Shakespeare
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The latest YouGov BrandIndex bi-annual league table reveals that Amazon, Google and BBC iPlayer have managed to beat 850-plus brands to become the most highly-rated brands in the UK.

The 2012 bi-annual league table, compiled using the Index score (a composite of six key image attributes – general impression, value, quality, satisfaction, recommendation and corporate reputation) on YouGov’s BrandIndex – a tracker that measures daily perception of brands among the public – highlights which consumer brands have been able to cut through and make a positive and lasting impression. Back in January – when 2011 rankings were published – Google, Amazon and M&S took first, second and third position respectively.

This time around, however, Amazon has managed to overtake Google and for the first time holds the top spot. M&S has fallen out of the top three, now fourth, while newcomer BBC iPlayer shoots towards the top, coming in third.

Other newcomers to the 2012 ranking include: Samsung (13), Freeview (14) and Dyson (18) – at the expense of Dove, Walkers, Panasonic and Thorntons.

That there are only three newcomers in this year’s ranking highlights how challenging it can be for a brand to cultivate a positive image and break into the top echelons of the nation’s favourites.

Retail and fast-moving consumer goods (FMCG) brands remain dominant, accounting for 12 of the 20 entries. Favourite FMCG brands among UK consumers include: Colgate, Cathedral City, Cadbury and Heinz. Five technology brands (including the top two) and two broadcasters (BBC and Channel 4) complete the list.