Every quarter we survey British consumers on their brand awareness and preferences in relation to the Appliances & Electronics industry. Our latest insights into this industry are detailed in this article. In Q1 we dived even deeper into the data, to create an in-depth report on the state of the industry.
To jump straight to our 2019 Appliances & Electronics Brand Index Report, click below.
To compile this Brand Index, we look at three things:
Percentage of unprompted brand recall within the Appliances & Electronics category
How likely a person is to purchase your brand (Purchase Intent)
How likely a person is to recommend your brand (Net Promoter Score)
Key Changes in Brand Attributes
Our second Appliances & Electronics Brand Index gives us the first opportunity to track changes in the market over time. When products in this category are valued for their longevity and durability, will consumer sentiments change considerably quarter-on-quarter? Or will we find a market that remains stable over time, with perhaps only considerable shifts in Q4, peak present-buying time for many consumers?
Each quarter we ask consumers to rank the top 10 appliance and electronics brands they’ve named in eight category-specific attributes. Here are the main winners, losers and movers this quarter:
In Q1, Samsung, who top the leaderboard overall, took top place in two of the attribute categories (taking the titles in innovation and product durability). Despite holding on to their number one spot overall this quarter, they lose both category titles to Dyson.
This helps Dyson become one of two brands to hold three titles this quarter, with top scores in ease of use (taken from Apple, who won this title in Q1), innovation and product durability. The other brand to top the leaderboard with three wins of the eight attributes is LG, who take the prize for customer service, price, and ethical practices, faring considerably better than they did in Q1 when they took no top places.
At the other end of the scale, Currys PC World bottoms out with the most last place positions of the top 10 brands. They match their Q1 fate with four last place positions (ease of use, innovation, product durability and setting trends).
The only newcomer to the leaderboard, Panasonic, doesn’t do well despite scoring a high enough unprompted brand recall to enter the top 10. They receive the lowest weighted ranking for customer service, and average scores across the other seven attributes.
The top echelon of the appliances & electronics sector remains stable from Q1 into Q2; Samsung, Apple and Sony all retain their top three podium positions. What is surprising, though, is that each of these brands experienced a drop in all three key metrics. Not a single one of the three has improved upon their Q1 performance, leaving them vulnerable to other brands in the leaderboard who could threaten their positions next quarter if their fate continues to decline.
Strong competition could come from LG and Curry’s PC World, who both take big strides up the leaderboard this quarter. LG moves from 7th position in Q1 to 4th this time around, thanks to an increase in Unprompted Brand Recall and NPS (and only a marginal drop of <5% in Purchase Intent). The most-improved brand on the leaderboard, though, is Currys PC World who rise from 10th to 5th spot overall, again a result of driving up Unprompted Brand Recall and NPS and only losing 3% in the Purchase Intent metric.
It’s a poor quarter for Bosch, Hotpoint and Dyson who, similar to the top 3 brands, decrease their scores in all three key metrics. These brands do poorly enough to drop down the leaderboard by at least two places each.
The newcomer to the leaderboard, Panasonic, who force out Philips, manages to secure 9th place overall with a strong NPS of 50 and Purchase Intent score of 45.5%.
The Full Report
The report includes:
The UK’s leading Appliances & Electronics brands for Awareness, Purchase Intent and Net Promoter Score
Overall Brand Strength and Total Brand Equity index
Industry averages and market dynamics
Key takeaways for the UK Appliances & Electronics industry
The 2019 report is based on a nationally representative survey of 1000 people in the UK (aged 18+), surveyed in January 2019.
Brand Index Methodology
The Attest Brand Index is a platform agnostic measure of a brand’s total brand equity in the Appliances & Electronics sector, as determined by real consumers.
What does that mean?
When we say ‘Platform Agnostic’, we mean the results are not influenced by any particular method of obtaining them, like looking exclusively at social media mentions or at brand search terms. This reduces bias and gives us a much more accurate view of a brand’s strength in their category.
Brand Index data is gathered every quarter from a nationally representative survey to 1,000 UK consumers aged 18-65.
Our in-house marketing team is always scouring the market for the next big thing. This piece has been lovingly crafted by one of our team members.
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