Aldi tops the list for the third year in a row, showing the effectiveness of its marketing and service in the longterm. To calculate the BrandIndex Buzz score, respondents are asked: "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?" Across the course of the year an average score is established.
The scores are as follows: Aldi secures an average Buzz score of +16.8. Lidl follows closely on +13.4. Following is BBC iPlayer (+11.8), John Lewis (+11.1) and, new entry, MoneySavingExpert.com (+11.1).
Michael Stacey of YouGov: “It no longer seems valid to label Aldi and Lidl as ‘Budget Supermarkets’. With so many of competitors following their lead in various ways and they themselves pushing higher-end goods, both are now firmly part of the mainstream.
“The slight decline in both brands’ Buzz scores is indicative of this – being a challenger often makes it easier to grab people’s attention in a way it is harder to do once you are firmly established. However, the fact they are still way out in front of the rankings suggests that their messages are still making waves among the masses.”
On a separate list Tesco was listed as the most improved brand, as it moves away from the bad PR around its financial irregularities and fake farm branding scandals. Also catching on Aldi and Lidl is Morrisons which has also adapted to the onslaught of discount distributors.