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.
- 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.
There are two newcomers to our top 10 brands in Q3: Michael Kors in final place, and astoundingly, Pandora in first place! It's exceptionally impressive for a brand to enter our top ten for the first time, and to take first place. Their high NPS and Purchase Intent demonstrates that Pandora's recent branding and service has been leaving not only a memorable impression on consumers, but a positive one.
They are by far the biggest winner of this quarter's Luxury Brand Index and should strive to keep up the excellent work to retain pole position next quarter, to ensure it's not a one-off.
Hugo Boss and Chanel are also doing very well, both climbing in the table—Hugo Boss (previously in 6th place) rose in the table on account of its increased brand recall, while Chanel (previously 5th) improved its ranking on account of it's increased Purchase Intent and NPS.
The rest of the table was equally dynamic this quarter: not a single brand retained it's spot, with every single position shifting somewhat.
Gucci—last quarter's winner—has fallen to 5th place and Armani—last quarter's runner up, has fallen to 4th. Lindt (3rd in Q2) dropped to 7th; Mercedes dropped from 7th to 9th; and Apple (4th in Q2) and Louis Vuitton (8th in Q2) dropped out of the top table altogether.
Ralph Lauren, though, climbed from 9th to 6th.
Across the board, metrics are somewhat down this quarter, with seven out of the top ten brands seeing three of their four metrics take a hit.
That said, there is much positivity in Pandora's underdog win, and it is exciting to see a brand climb so rapidly in this heritage-heavy industry.
Here is how people described the luxury brands that came top of mind during unprompted brand recall:
The 2018 Luxury Industry Brands Report
The full 2018 report includes:
- The UK's leading Luxury 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 Luxury industry