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.
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
- Louis Vuitton
- Marks & Spencer
- Mercedes Benz
- Molton Brown
- Ralph Lauren
- Rolls Royce / Bentley
- Hugo Boss =
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.
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.
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.