27% unable to name a major brand that has exceeded expectations in the previous six months, while Amazon voted top


By Ishbel Macleod, PR and social media consultant

January 11, 2013 | 2 min read

Over a quarter (27 per cent) of consumers are unable to name a single brand which has exceeded their expectations in the past six months, research from Pulse Group has found.

This figure is up 16 per cent from July 2012, when only 11 per cent could not name a brand, The Pulse Check Up found.

Amazon topped the list of brands which exceeded expectations, receiving 7.6 per cent of votes, while John Lewis and Apple came second with 2.9 per cent each.

Other retailers which made the list included Virgin Media, Tesco, ASDA and Boots.

Brand loyalty also decreased across the board, with only Amazon and John Lewis seeing uplift, while 47 per cent agreed they were less loyal to brands in the current economic climate.

Dan Pallett, planning director of Pulse Group, said: “These findings show that 2012’s positive outlook is quickly fading from consumers. The recent downbeat Autumn Statement, coupled with an upcoming year devoid of special events when compared to 2012, is already impacting on consumer optimism. We are expecting this to continue to decline as the classic money-saving periods of January and February take hold.

“Brands must take note of how consumers are reacting to these challenging times if they want to be competitive in an ever more cut throat market. This ongoing report will reveal valuable trends that will help to understand the relationship between consumers and brands in times of economic hardship.”

Content created with:

Pulse Group

New business for brand activation agency Pulse Group in 2011-2012 included Colgate Total, BPA, Morrisons, Sanex and World Hepatitis.

The British Parking Association...

Find out more


Industry insights

View all
Add your own content +