BBC iPlayer tops BrandIndex again, while Aldi, Waitrose and YouTube make first appearances, and Apple disappears

BBC iPlayer has again topped YouGov’s BrandIndex for creating buzz in the UK, with Aldi, Waitrose, Dyson and YouTube all appearing on the top 10 list for the first time.

The brands were rated using YouGov BrandIndex’s Buzz score which asked respondents: "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?"

This comes days after BBC iPlayer reported the best figures to date over the Christmas period.

Samsung came joint second on the list with John Lewis, with the technology giant up from ninth place in 2012. This came as Apple did not make the top 10 at all.

2013 - Annual Rankings: UK Top Buzz

(1) BBC iPlayer (no change)

Consecutive years at the top of the rankings for BBC iPlayer clearly shows its persistent appeal for UK customers. Changes in 2013 included introducing longer exposure times, meaning viewers could watch shows for 30 days, an increase from seven days.

(=2) John Lewis (no change)

Continuing its upward trend in our ranking, John Lewis once again proved its popularity among British shoppers. Its Christmas campaign created huge excitement with an advert which centred on the poignant story of a bear who had never seen Christmas. The ad awareness rating was very high for the campaign, highlighting that the company reached its target audience successfully.

(=2) Samsung (#9 in 2012)

Samsung has risen from ninth on last year’s chart to joint second this year. This was achieved while fellow technological giant, Apple's iPad, fell out of the top ten completely. Samsung launched huge campaigns around the launch of the Galaxy S4 Smartphone, and the NX Android Camera in 2013.

(4) Aldi (new entry)

Aldi is a new entry at number four this year, making it the highest ranking supermarket on the list. Sales are at a record high despite the horsemeat scandal, and that can attributed to a sustained marketing push that has highlighted both price and quality, attracting middle class shoppers from the traditional ‘big four’ supermarkets.

(5) Dyson (new entry)

Dyson is remains in fifth position, the same place it was in the mid-year rankings when it was a new entry. It has a robust company perception linked to its innovative philosophy and product development, which is summed up in the James Dyson award which this year went to the creators of a battery powered robotic arm.

(6) Marks and Spencer (#4 in 2012)

Marks and Spencer remains in the top ten due in no small part to its successful food division which is continuing to perform well. In a wider sense, signs of struggle can be attributed to the general merchandise division.

(7) BBC.co.uk (#8 in 2012)

The online section of the BBC makes an appearance in the rankings to compliment the top spot that held by BBC iPlayer. This again proves that while the company has faced its share of controversy (most recently concerning executive pay packages), users still trust the BBC to provide trustworthy and interesting content.

(8) Waitrose (new entry)

Moving up a place from last year’s rankings, Waitrose continues to appeal to customers who seek out quality. The acquisition of Pippa Middleton to write a piece for the weekly magazine has given the brand a royal appeal.

(9) Sainsbury’s (#7 in 2012)

Sainsbury’s built on its sporting credentials by sponsoring major British athletics events throughout the year to carry on its Paralympic legacy. It also formed a partnership with Vodafone to launch ‘Mobile by Sainsbury’s’.

(10) YouTube (new entry)

YouTube continues to grow and find ways to interact with users. 2013 saw an overhaul of its comments section, so that they were linked to Google + accounts. The inaugural YouTube awards were also held and streamed online featuring performances from world famous stars such as Lady Gaga.

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