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 below. Plus, in Q1 of each year we dive deeper into the data to create a report on the state of the industry.
To jump straight to our 2019 appliances & electronics brand index report, click below:
To compile this quarter’s appliances & electronics brand index below, we looked at three things:
Percentage of unprompted brand recall within the category
How likely a person is to purchase each brand (purchase intent)
Our lives are increasingly absorbed by technology. We spend a day each week online, but also our fridges now have screens built-in, we can speak to a box to order groceries, and we can see who’s at the front door without getting up off the sofa. It seems there’s no area of our lives we’re not willing to invite technology into. The appliances and electronics sector is leading this charge, with white goods now more technologically-advanced than most thought possible. But it’s important for these brands to stay up to date with what people really want – to follow data-backed trends, and not just the fads!
Each quarter we ask consumers to rank the top 10 appliance & electronics brands they’ve named in eight category-specific attributes: ease of use, customer service, price, innovation, trend-setting, memorable branding & adverts, product durability, and whether the brand practices a high level of ethics. Here are the main winners, losers and movers this quarter:
Despite getting middle-of-the-road scores in all eight attributes last quarter, this quarter’s overall winner, Samsung, hits the top spot in three of the categories. The leader wins out by providing the best customer service, with the most durable products and leading the way for innovation in the industry.
Apple also does well, hanging on to their top spot for being a trend-setter and having the most memorable branding – titles they won in Q2.
Dyson gets the highest weighted ranking for selling easy to use products, and for operating ethically.
At the other end of the scale, Curry’s PC World and Beko get the lowest weighted ranking in three of the key metrics each. Curry’s PC World is deemed to sell the least easy to use products, be the poorest innovator, and set the fewest trends. Beko ties in last place for trend-setting, and is also seen as having unmemorable branding and nondurable products.
Samsung stays steadfast at the very top of the leaderboard. Thanks to driving up unprompted brand recall, purchase intent and NPS, their total brand equity (TBE) leaps from 1990 to 2700. This puts them leaps and bounds ahead of their next closest competitor in the market, Sony, with a comparably low TBE of 970.
It has been a good quarter for Sony nonetheless, as they overtake Apple for second spot overall. Steady increases in all key metrics sees their TBE grow from 530 in Q2 to 970 this time around.
Meanwhile, Apple slips into third place with a disappointing dip in all key metrics and their TBE suffers as a result. The biggest fall is in NPS, where they see a drop from 54.5 to 37.6.
One brand enters the leaderboard this quarter – Philips – pushing out Panasonic in the process.
Dyson drops to 10th place overall, and cuts their TBE in half. Their slipping unprompted brand recall, which falls to just 1.7% this quarter, will need to be addressed if they’re to stay relevant in the last quarter of the year. While they receive reasonable scores for purchase intent and NPS (not scoring the lowest of the 10 brands in either of these metrics), they’ll need to extend their share of mind if they want to avoid dropping from the leaderboard in the future.
The full report
The report includes:
The UK’s leading appliance and 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 appliance and electronics industry
The report is based on a nationally representative survey of 1,000 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 entertainment 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 collecting them, like looking exclusively at social media mentions or at brand search terms. This reduces bias and gives us a more accurate view of a brand’s strength in its 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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