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Brand Index

Luxury Industry Brand Index

January 26, 2018

3 min read

Please note: This is not the most recent Brand Index. If you’re right where you want to be, read on. If you’re looking for the latest data, click here for our most recent Brand Indexes

The Attest Brand Index is a platform agnostic measure of a brand’s total brand equity in the luxury 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 Luxury Brand Index, we look at three things.

1. Percentage of unprompted brand recall within a named category e.g. ‘Alcohol’ ‘Snacks’ 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 16 Luxury Brand Leaders by unprompted brand recall, ranked by Total Brand Equity

  1. Louis Vuitton
  2. Marks & Spencer
  3. Gucci
  4. Apple
  5. Rolex
  6. Chanel
  7. Harrods
  8. Mercedes Benz
  9. Dove
  10. Molton Brown
  11. Ralph Lauren
  12. Rolls Royce / Bentley
  13. Burberry
  14. Hilton
  15. Hugo Boss =
  16. Prada

Key Findings

153 different brands were named.

A brand had to have 1% of unprompted brand recall to be in the Top 16 brands, and 1.2% to be in the Top 10.

Luxury Brand Industry Matrix.png
(Click for larger image.)

In the top brands mapped in the Luxury Brand Index, the average brand strength score is 66. Apple has the strongest at 156, while Prada has the weakest at -20.

Total Brand Equity - Luxury Industry
Looking at the top brands again, the average Total Brand Equity score is 144, with Louis Vuitton leading the way with a score of 369 thanks to its strong unprompted brand recall and considerable brand strength. The median score is 118.

The overall Luxury industry Net Promoter Score is a modest 26.4%, rising very marginally to 28.4% for the Top 16 brands. Though the median score is 73.

The report includes:

  • The UK’s leading luxury 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 luxury industry

This report is based on a nationally representative survey of 1000 people in the UK (aged 18+), surveyed between 18th December 2017 – 20th December 2017. 

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