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Tech brands dominate Brand Relevance Index as the NHS enters the top 10

By Katie Deighton | Senior Reporter

September 12, 2018 | 3 min read

Apple has been named the most relevant brand in UK consumers’ lives today for the third year in a row, leading the pack of eight tech brands that dominate the top 10.

The tech firm also topped the charts for consumers in the US and Germany, while mobile payment platform Alipay was voted most relevant in China.

Lego took the UK’s number two spot ahead of PlayStation in third; the brands leaped from fourth and ninth respectively. Google came in fourth and Netflix in fifth.


Fitbit entered the top 10 for the first time

New entries to the top 10 were Fitbit and the NHS, which replaced Dyson and Lush. The NHS has received a swathe of support via earned and paid media this year as it marked its 70th anniversary.

Beauty retailer Lush, on the other hand, received criticism for its ‘Spy Cops’ campaign, which aimed to highlight how undercover police officers had infiltrated the lives of activists since the 1960s.

Rune Gustafson, president EMEA at the survey's owner Prophet, noted that the majority of the top 10 brands are not only rooted in tech – they are also known for “earning consumer trust by leveraging data to enhance the brand experience and connect with consumers on a deeper and more personal level”.

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Prophet also commented on the year-on-year decline of British brand relevance. This year, only 22% of brands featured in the top 50 are British.

Its report stated: ‘British brands have been slow to adapt and adopt and the lack of disruptive innovation is fast putting future growth at risk. For brands that commit to innovation – like Dyson [which was placed at number 12] – there’s a real opportunity to stand out from the pack.”

Prophet surveyed 11,500 consumers across the UK on more than 240 brands in 27 industries. Each participant was asked to rate up to five brands within a single category on 16 different attributes pertaining to four principles: customer obsession, ruthless pragmatism, pervasive innovation, and distinctive inspiration.

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