May 22, 2018

Furniture Brand Index 2018 Q2

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The Attest Brand Index is a platform agnostic measure of a brand’s total brand equity in the furniture and homeware sector, as determined by real consumers.

What do we mean by ‘platform agnostic’? We mean the results are not influenced by any particular method of obtaining them, such as looking only at social media mentions, or brand search terms. This reduces bias and provides a much more accurate view of a brand’s strength in any given category.

Learn more about why we believe this is the best methodology for Brand Intelligence.

To determine the Furniture and Homeware Brand Index, we look at three things.

  1. Percentage of unprompted brand recall within a named category e.g. ‘Alcohol’ ‘Fashion’ or ‘Entertainment’
  2. How likely a person is to purchase your particular brand (purchase intent)
  3. How likely a person is to recommend your brand (net promoter score)

Our data is gathered every quarter from an online survey sent to a nationally representative panel of 1,000 UK consumers aged 18-65.

Top 15 Furniture and Homeware Brand Leaders by unprompted brand recall, ranked by Total Brand Equity

  1. IKEA
  2. Next
  3. John Lewis
  4. Argos
  5. DFS
  6. Oak Furniture Land
  7. B&Q
  8. Dunelm
  9. Habitat
  10. Harveys
  11. Wayfair
  12. Homebase
  13. ScS
  14. Furniture Village
  15. Marks & Spencer

Key Findings

81 different brands were named, 5 less than were named last quarter.

A brand had to have 1% of unprompted brand recall to be in the Top 15 brands, with IKEA continuing its dominance with 35.8% recall.

FurnitureTBE

Amongst the top brands mapped in the Furniture and Homeware Brand Index, the average brand strength score is up slightly on last quarter, from 57.02 to 60.2. Next knocks John Lewis off the top spot, with 118.75. At the other end of the table, Marks & Spencer receives a brand strength score of -9.1 due to their significantly negative NPS score of -36.4%.

FurnitureMatrix

Looking at the Top 15 brands, the average Total Brand Equity score has dropped down to 376.7 from 443.1, in part due to the drop in IKEA’s Total Brand Equity from 3,680 to 3,180.

The overall Furniture and Homeware industry Net Promoter Score is up this quarter, at 28.3% from 26.3%. The reverse is seen amongst the leaderboard of brands, though, with average NPS down from 19% to 18%.

Here is how people described the furniture and homeware brands that came top of mind during unprompted brand recall:

FurnitureWordCloud

The Full Report

The report includes:

  • The UK’s leading Furniture and Homeware 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 Furniture and Homeware industry

This report is based on a nationally representative survey of 1000 people in the UK (aged 18+), surveyed between 24th April 2018 – 25th April 2018.

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