Study Reveals Most Meaningful Brands in Britain and Internationally
A study by global advertising company Havas, which questioned 300,000 people over 34 countries to span 1,000 brands across 12 industries, has identified the most meaningful brands both in the UK and abroad.
The Meaningful Brands metric indicates how the quality of life and wellbeing of consumers relates to brands on both a human and business level. It looks at aspects such as the role brands play in communities and how they impact self-esteem, healthy lifestyles, connectivity, making lives easier, fitness and overall happiness. Marketplace factors, such as quality and price of goods, are also taken into consideration.
In the UK, the Top Ten most meaningful brands were voted as Amazon in first place, followed by M&S, John Lewis, Aldi, Sainsbury's, Samsung, Boots, Lidl, PayPal and Sony.
A total of 64% of consumers said they would care if Amazon disappeared, while M&S and John Lewis are viewed as 'ethical' heritage brands.
Internationally, the Top Ten most meaningful brands were voted as Samsung in first position, followed by Google, Nestle, Bimbo (baked goods), Sony, Microsoft, Nivea, Visa, Ikea and Intel.