PROMOTED CONTENT9 June 2022

Revealed: UK consumers’ most-loved brands

Features Retail

Talkwalker’s Love Brands report is back. So who are the UK’s most loved brands, and what are the factors that help separate well-liked brands from loved brands?

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The list of your top 10 favourite brands has landed – they’re brands who have their finger on the pulse, carefully navigating issues of trust, consistently delivering on customer satisfaction and building a network of consumers who are passionate about their brand.

Discover the UK’s most loved brands

Explaining to colleagues, or the C-Suite, that your brand is a loved brand doesn’t in itself achieve very much. It’s important to triangulate outputs (your marketing communications activity); with out-takes (what people now think as a result, such as whether they love your brand); and business outcomes (sales, share price, and alike). Luckily, being a loved brand isn’t just another vanity exercise. Because brand love directly correlates to the bottom line, with 86% of consumers spending more on the brands they love.

That’s why being a loved brand is important – because it’s reflective of the bigger picture. Our methodology isn’t just about counting stuff – it moves beyond quantitative analysis to incorporate three qualitative scores – The Passion Score, The Customer Satisfaction Score, and The Trust Score. The brands in this year’s top ten have nailed all three.

Take a stroll around your favourite city and you’ll no doubt tick off most of the top 10 after visits to a few stores. They’re brands we trust, brands we’re always satisfied with, brands we have grown passionate about. They’re brands we love. Here they are:

  1.     LEGO
  2.     L'Oréal
  3.     Olay
  4.     Land Rover
  5.     Head & Shoulders
  6.     Nando's
  7.     Oral-B
  8.     Lacoste
  9.     Lush
  10.   Hasbro

LEGO

When it comes to your little prince or princess, only the best is good enough, and it shows.

One of LEGO’s biggest successes has been its ability to leverage its subsidiary brands and partnerships – such as LEGO Batman, Horizon Forbidden West and Assassin’s Creed.

Consumer love online demonstrates how strong LEGO’s partnerships are with thousands of hashtag mentions of Star Wars, Batman, Horizon, Sonic, Transformers, The Hobbit and many more. Source: Talkwalker

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Consumer love online demonstrates how strong LEGO’s partnerships are with thousands of hashtag mentions of Star Wars, Batman, Horizon, Sonic, Transformers, The Hobbit and many more. Source: Talkwalker

It’s precisely the breadth of product that sees such a range in the demographics of those engaging online – anywhere between the ages of 25-44.

L’Oreal

L’Oreal recognises that beauty is about more than looking good, but feeling good too. They embody this in the way they advertise, with people being the main focus of almost 95% of their Twitter posts, according to Talkwalker.

The brand employs a range of ‘ambassadors’ – from Kate Winslet to Helen Mirren – women deemed to be both relatable, and aspirational.

This approach of people over product in turn builds trust, a crucial element of the Talkwalker Brand Love methodology.

Though, of course, it’s important to ensure these ambassadors and brand influencers truly reflect your brand and its message…

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Olay

While L’Oreal’s marketing leans more towards building trust, customer satisfaction is the route of skincare giants Olay. According to glossy.com, “Olay is trying to appeal to millennials by positioning itself as a convenient and accessible approach to skincare”.

The article explains that in order to demonstrate convenience and accessibility, Olay’s ‘Face Anything’ campaign features a range of women – from Olympians to Business Owners – with different backgrounds and stories, to tangibly demonstrate that the brand can serve you through its product range no matter who you are or what product background you come from.


Find out who else made the cut!

Those are just three of the UK’s top ten most loved brands. But we’ve gone global!

Download Talkwalker & Hootsuite’s Love Brand Report 2022 for the full insights today.

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