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Top brands that promote family values revealed in new research


By Ishbel Macleod, PR and social media consultant

November 10, 2011 | 2 min read

The FamilyBrands report, conducted by ad agency Isobel with YouGov, has placed M&S as the top brand that promotes and supports family values.

Based on a survey of over 1500 British adults in October 2011, the research found that retail was the best performing category, with five brands in the top ten.

The survey asked respondents to identify brands against a number of attributes associated with 'family' including 'socially responsible', 'caring' and 'good listeners'.

Steve Hastings, planning partner at Isobel, said: “Now three years in to our FamilyBrands survey we are seeing a clear pattern emerging with Britain's favourite family brands being identified year-after-year. We believe in harder times people fall back on brands they trust, brands they are familiar with and brands they feel at home with.

“That's why some brands this year have fallen sharply – people feel they have abused their trust (e.g. Conlib coalition, the News International titles). At the same time we are open to new ideas and want to be surprised and delighted by new ideas – especially those relevant to day-to-day family life. Hence we see a refreshed McDonald’s rising up, as well as Innocent doing well with their wider product range and bigger advertising spend.”

Ryanair was voted one of the ‘worst’ family brands with only 1% identifying the LCC as ‘good listeners’, while News International titles, The Sun and The Times, fell 20 and 23 places respectively.

BA rose 23 spaces to become the top family airline, while McDonald’s rose 20 places to be 50th on the list. Twitter rose 10 places whilst Facebook dropped 16 places.

Top 10 family brands

1. M&S

2. Boots

3. Fairy

4. Co-op

5. Innocent

6. John Lewis

7. Waitrose

8. Hovis

9. BBC1

10. BBC2

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