Britons Vote the Top 10 Most Meaningful UK Brands
A survey conducted by Havas Media Group, which sampled the opinions of 9,939 UK consumers on 72 brands across nine industries, has revealed the top performers which people favour most.
The Top 10 Most Meaningful Brands in the UK saw Clarks crowned first, followed consecutively by M&S, Asda, Sainsbury's, John Lewis, IKEA, Morrisons, Tesco, Argos and Penguin.
Meanwhile, the Top Ten Global Brands, rated by over 100,000 people across 23 countries, saw Google ranking in first position, followed by Samsung, Microsoft, Nestle, Sony, IKEA, Dove, Nike, Wal-Mart and Danone.
These meaningful brands in the eyes of consumers saw them outperforming the stock market by as much as 120%, with share prices that are growing at a faster rate than the brands which consumers don't view as meaningful.
The market research further discovered that attachment is a primary motivator defining what consumers consider to be meaningful - when asked if they would miss a brand should it disappear, over 50% answered yes for all Top 10 brands, compared to an average of 38% for most other brands.
Furthermore, wellbeing was cited as an important brand quality for consumers - 70% of the survey respondents felt that companies and brands should play a role in improving their customers' quality of life and wellbeing, while only 24% agreed these organisations are working hard enough to improve these factors.
Another key driver that consumers said made a brand meaningful to them was trust - 54% of the respondents said the brands they trust most behave socially and environmentally responsibly.