Wednesday 15 January 2014 7:52 pm

Apple falls out of favour with UK consumers

APPLE fell out of favour with UK consumers in 2013, losing its coveted spot last year as one of the UK’s top ten brands. In 2012 Apple’s iPad held the No 6 slot on YouGov’s BrandIndex report, but this year the technology giant is nowhere to be found. “Samsung has risen the most places as it appears in second, up from ninth the previous year. Rival, Apple iPad drops out of the top ten completely,” said YouGov on the results. Outside of the technology sector Aldi was the highest ranking supermarket on the list and a new entry. YouGov attributed its rise to the chain’s growing attraction to middle class shoppers, and a consequent shift away from the UK’s traditional big four supermarkets during 2013. The report also considers the most improved brands of the year, with Netflix taking top position in 2013 as the most improved brand. “The service which allows customers to watch dozens of popular titles online has also seen its popularity boosted by the cult hit Breaking Bad, which UK fans were able to stream exclusively on Netflix hours after the show appeared on American Television,” said YouGov. Apple faired a little better in YouGov’s worldwide brand rankings for 2013 – taking fourth position along with car maker Volkswagen – but still falls behind rival Samsung which ranks in the top 25 brands in 13 of the 15 countries surveyed for the report. Samsung’s prominence both in the UK and worldwide, was attributed to its massive advertising campaigns centered around the launch of its Galaxy S4 smartphone. “Three German automakers, Volkswagen, Audi and BMW, made our global super brands list, which shows the high regard that consumers around the world have for German craftsmanship in the auto category,” said YouGov BrandIndex chief executive Ted Marzilli. “In addition to being top brands in the European markets, they also rate highly in Brazil and China, which are the new frontiers of the global economy.”