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. ‘Entertainment’, ‘Technology’ or ‘Fashion’
- 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.
The luxury industry has undergone significant shifts this quarter. Only one brand maintains its positioning, while six new brands make it into the top 10; the most newcomers of any sector we’ve indexed.
Gucci has re-appeared at the top of the table (they were last there in Q2), rising from their 5th position in Q3. This sudden spurt is caused by a quadrupling of their Total Brand Equity, thanks to a climb in both Purchase Intent (up by 9.5%) and NPS (up by 18.7).
In second place, Chanel has retained its position from Q3 to Q4, even though all metrics were higher this quarter.
The six newcomers are: Tesco Finest, Marks & Spencer, Burberry, Rolls Royce, Christian Dior and Harrods. Meanwhile we see several brands drop out, losing their place in the top 10: Pandora, Hugo Boss, Ralph Lauren, Lindt, Mercedes-Benz and Michael Kors.
The entrance of two supermarket chains into the leaderboard is particularly interesting. As Tesco has just launched a budget brand, Jack’s, aiming to compete with the lowest price supermarkets in the UK, they’ve actually received more recognition as a luxury product provider.
This quarter the highest Total Brand Equity was higher, and the lowest much lower, with the top 10 brands ranging from 450 to -110, compared to a range of 160 to 80 last quarter.
Here’s 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