Brand agency Uffindell has published its BrandLove Financial Services Index, a measure of brand success calculated on the basis of the quality of the relationship that brands have with their consumers.
Each brand was given a “love” ranking in accordance with a formula which defines how much empathy the public shares with specific brands.
The researchers found that consumers favour brands in the technology and fast food sectors over brands in the financial sector – with insurance brands faring worst of all.
In fact, of the 29 financial brands surveyed, the bottom 10 was dominated by seven insurance and pensions brands.
Scraping bottom was Go Compare, infamous creators of Go Compario, the operatic salesman which has grated on most people’s nerves whilst Legal & General nudged only slightly ahead at 28th spot.
The biggest “non-love” brands were:Standard Life (24th)Barclaycard (25th)AXA (26th)Admiral (27th)Legal & General (28th)