The Attest Brand Index is a platform agnostic measure of a brand’s total brand equity in the various sectors, 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 Technology Brand Index, we look at three things.
- Percentage of unprompted brand recall within a named category e.g. ‘Alcohol’ ‘Fashion’ or ‘Travel’
- 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.
Top 10 Technology Brand Leaders by unprompted brand recall, ranked by Total Brand Equity
54 different brands were named.
A brand had to have 1.1% of unprompted brand recall to be in the Top 10 brands, with the most recalled brand, Apple, topping the table once again with a wildly impressive 58.7% of brand recall, compared to Samsung who scored the next highest at 8.4%.
In the top brands mapped in the Technology Brand Index, the average brand strength score is 91.23, up from 89.52 in Q1. Apple has the strongest at 132.71, due to the fact that it is by far the best known, and also performs well in terms of being well liked. HP, on the other hand, had the lowest brand strength of our top 10 brands, with only 30.77. This is dramatically lower than Q1’s bottom-placed company (LG), who managed 61.54.
Within the Top 10 brands, the average Total Brand Equity score is a huge 1043.35, pulled up significantly by Apple’s Total Brand Equity of 7,790, even higher than their already-impressive Q1 score of 7,570.00.
Notably, Amazon have greatly improved their performance since last time (their Total Brand Equity has jumped in this marketplace from 70 to 190). It’s a sign that they are fighting hard to be seen as a giant in the tech world—and may be in part down to the continuing success of their Alexa devices—and not just an online e-commerce site.
Within our top 10 brands, the average Net Promoter Score is a laudable 38.7%, though it should be borne in mind that this has dropped ever so slightly from Q1 (the mean NPS then was 39.8%).
The industry-wide NPS, however was a stunning 53.8% (up from 47.9% in Q1) showing that, on the whole, people hold the technology industry in high regard.
Here is how people described the technology brands that came top of mind during unprompted brand recall:
The Full Report
The report includes:
- The UK's leading Technology 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 Technology industry
This report is based on a nationally representative survey of 1000 people in the UK (aged 18+), surveyed on 25th May 2018.