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 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.
For the Furniture & Homewares Brand Index, we look at three things:
Percentage of unprompted brand recall within the Furniture & Homewares category
How likely a person is to purchase yourbrand (Purchase Intent)
How likely a person is to recommend your brand (Net Promoter Score)
Our data is gathered every quarter from a nationally representative survey to 1,000 UK consumers aged 18-65.
To jump straight to our 2019 Furniture & Homewares Brand Index Report, click below.
Key Changes in Brand Attributes
Spring is a time of new beginnings. Whether consumers are moving house or just giving their old place a spring clean they need the help of brands when they’re decking out their living spaces.
Each quarter we ask consumers to rank the top 10 furniture and homeware brands they’ve named in eight category-specific attributes. Here are the main winners, losers and movers this quarter:
The successes are spread more thinly this quarter. In Q1, just three brands (IKEA, John Lewis and Argos) took the eight top spots between them. In Q2 there are five brands coming out on top in at least one category (IKEA, Next Home, Argos, John Lewis and Wayfair).
The king of flatpack furniture, IKEA, hangs onto their crown as the best priced furniture brand in the market. They lose their title as the trendiest brand, though, to Next Home.
Dunelm become the poorest performing brand. They came last for branding in Q1, but add the title of least trendy and worst priced to their set in Q2.
DFS, who were the poorest performing brand in Q1 (coming last of the top 10 for price, service, trust and reliability), improve their fate slightly by coming last in only two areas this time around – quality and service.
Proving the strength of their brand, IKEA remains at the top of the leaderboard. A 4.5% drop in Unprompted Brand Recall causes a small dip in Total Brand Equity. But, being thought of highly by the 1/3 of Brits who do continue to recall them first means they’re in no danger of losing their top spot.
It’s a good quarter for Next Home, who drive up their scores across all three key metrics. They break away from John Lewis & Partners who tied with them for second place in Q1, though their three figure Total Brand Equity score can’t compete for top spot with IKEAs four figure score.
Homebase re-enter the leaderboard after dropping out in Q4 2018. They displace Harvey’s, to come joint 9th with DFS. The brand struggle to be consistently recalled within the top 10, so we’ll keep a close eye on their positioning for the rest of the year.
Despite improving perception of themselves as a well-priced, trustworthy, and reliable brand, DFS find themselves at the bottom of the leaderboard with a Total Brand Equity of just 10, compared to their Q1 score of 190.
The Full Report
The report includes:
The UK’s leading Furniture & 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 & Homewares industry
The report is based on a nationally representative survey of 1000 people in the UK (aged 18+), surveyed in January 2019.
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