Brand and marketing consultancy Prophet has released its fourth annual brand relevance survey after surveying 47,845 consumers across the UK, US, Germany and China about 800 brands. It partnered with Research Now SSI.
In the UK the top three are Apple, Lego and Playstation, in the US Apple and Amazon lead.
The UK top ten is:
9. NHS (which recently celebrated its 70th birthday with a campaign from MullenLowe)
The results for all the countries surveyed are here.
In the UK Nationwide become the first financial services brand to make it into the top 50, while Uber was the biggest climber leaping from 146 in 2017 to 26 in 2018, suggesting it has put much of its bad publicity behind it.
Prophet president EMEA Rune Gustafson says: “Besides being technology-led disruptive companies, what many of the top then have in common is that they’re fast earning consumer trust by leveraging data to enhance the brand experience and connect with consumers on a deeper and more personal level.
“The Prophet Brand Relevance Index continues to demonstrate that relevance drives long-term business growth. Not only do relevant brands engage with their customers in new ways but our research shows that they have outperformed the FTSE 100 Index by 73 per cent over the last decade. The BRI has become an increasingly reliable way of predicting future growth by identifying areas of strength and opportunity for brands to exploit.”