The Attest Brand Index is a platform agnostic measure of a brand’s total brand equity in the Furniture & Homewares 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.
To determine the Furniture & Homewares Brand Index, we look at three things:
- Percentage of unprompted brand recall within a named category e.g. ‘Technology’ ‘Fashion’ or ‘Entertainment’
- How likely a person is to purchase your particular brand (purchase intent)
- 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.
IKEA increases their hold on the UK public this quarter, with Unprompted Brand Recall rising from 35.1% to 39.2%. Its Net Promoter Score (NPS) remains eerily stable, at 38.3, and Purchase Intent score has dropped just marginally from 50.6% to 49.2%. All this means that the flat-pack king has managed to grow its Total Brand Equity from 3,180 to 3,430 over the last three months.
Next Home’s second place position is also unchallenged in Q3. Although each of their metrics are down slightly, meaning that their Total Brand Equity score drops from 760 to 440, they’re still unrivalled for second place, but are falling away from offering genuine competition to IKEA.
Third and fourth positions have swapped this quarter, with Argos overtaking John Lewis. Argos’ recall has grown from 3.6% to 3.8%, while John Lewis’ has dropped considerably, from 4.3% to 3.4%.
B&Q, which has risen from 7th to 6th place overall, holds on to their top place for NPS, increasing their score from 54.6 to 64.3. Similarly, DFS rank bottom for NPS for the second quarter in a row, their score dropping from -3.6 to -16.8.
Harveys is replaced in the leaderboard by Homebase this quarter. With the DIY brand perhaps securing increased share of mind (3.3%) following their public struggle and subsequent store closures. This is evidenced by their low NPS of just 3.0.
Here is how people described the Furniture & Homeware brands that came top of mind during unprompted brand recall:
The 2018 Furniture & Homewares Industry Brands Report
The full 2018 report includes:
- The UK’s leading Furniture & Homeware brands for Awareness, Purchase Intent and Net Promoter Score from the start of the year, so you can compare where shifts have occurred over time
- Industry-wide averages and market dynamics
- Key takeaways for the UK Furniture & Homewares industry