Skip to content. | Skip to navigation

Online brands dip in popularity

Added:
May 29, 2008

The brand reputation of several big online companies has fallen, according to a new customer survey.

The survey of 200,000 people released by Marketing Week, in association with YouGov’s BrandIndex, reveals that utilities companies have shaken off the negative image often associated with the industry in environmentally conscious times. 

 

Scottish Power, Powergen and EDF were the top 3 highest climbers out of all UK brands assessed in Marketing Week’s Brand Performers 2008 survey.

 

Six of the top ten fallers however were online brands. Well-known Dotcom companies Friends Reunited, CDWow, Virgin.net and Egg.co.uk feature prominently in the list of brand losers.

 

Top 10 risers  

                                

1.      Scottish Power –Utilities               

2.      Powergen – Utilities                     

3.      EDF Energy – Utilities                   

4.      Thomson – Electrical                    

5.      Southern Electric – Utilities           

6.      Currys – Retail                             

7.      SWALEC – Utilities                       

8.      Matalan – Retail                          

9.      Co-op – Retail                            

10.   Shell – Oil             

 

 Top 10 fallers

                              

1.   Friends Reunited – Online

2.   Royal Mail – Services

3.   CDWow.com  - Online

4.   Telewest – Telecoms

5.   ING Direct – Financial services

6.   Virgin.net – Online

7.   Egg.co.uk – Online

8.   Caffrey’s – Spirits

9.   Wanadoo.co.uk – Online

10. Smile.co.uk – Online

 

The survey measures consumers’ respect for major brands and these results seem to demonstrate a shift in consumer sentiment away from the newer Internet brands towards more established, ‘bricks and mortar’ businesses.

 

It’s not all bad news for technology businesses.  At the top of the table Amazon and Google hold first and second places respectively with Freeview and Nokia in 4th and 7th.

 

Even at these upper echelons, however, traditional brands have fared well with the BBC in 3rd, Marks and Spencers in 5th, Cadburys in 6th and Heinz, Boots and Kellogs in 8th, 9th and 10th.

 

Stuart Smith, Editor of Marketing Week, said: “The rise of the utilities in the survey is something of a surprise – for a long time they’ve been the sort of brand everyone knows but no-one loves.  It seems that they have done a lot to shake off their miss-selling, super-polluting image and to create a warmer feel for the consumer. 

 

“The comparison between their increasing popularity with consumers compared to the declines shown by some Internet brands tells us that simply being new and different doesn’t guarantee you any sort of lasting respect in consumers’ minds.”

 

The survey, run throughout 2007, asked up to 200,000 consumers about the brands they respected.  The fastest rising and fastest falling brands were measured by comparison with their position in the same research last year.

 

Document Actions
Newsletter

E-mail address:

Newsletters:





Subscription:


 
October Events
12345
6789101112
13141516171819
20212223242526
2728293031
Upcoming Events
AdMonsters EU Publisher Forum XI Oct 12, 2008
A4uexpo Affiliate Marketing Conference Oct 14, 2008
Directors Dinner: IASH - Industry body with bite Oct 15, 2008
AdMonsters EU Leadership Forum IV Nov 04, 2008
AdMonsters EU Leadership Forum IV Nov 04, 2008
All upcoming events…
Analysis
Netimperative Sector Report: Online Publishing 2008
This year's report looks at how online publishers and media need to cater for changing consumer expectations and demands. As social networking and online video become established, how do publishers capitalise on this growing thirst for user generated content?
Sep 23, 2008
Guest comment: The rise and rise of 'anti-design'
Designers who focus on producing only meek and sustainable things are denying their own creativity and impact on the world. In this thought provoking article, consultant Martyn Perks asks if less really is more when it comes to design…
Aug 29, 2008
Event report: The Challenges of Brand Loyalty
Last week’s Directors Dinner was hosted by Amnesty International, looking at the challenges that brand loyalty can bring, both in terms of messaging and reputation management. Davina Lines, MD at Netimperative, was there to report.
Jul 28, 2008
Guest Comment: Customer engagement – why a little TLC pays off
Research shows companies that add personal content to their e-commerce sites outperform the competition. Frank Lord, Regional VP EMEA at ATG, looks at the best ways to engage shoppers online.
Jul 24, 2008
Event report: The Golden Age of Digital Marketing
Last week, Netimperative hit the road to hold its first ever Directors Dinner in Manchester. Hosted by Phil Williams of Rocketseed, this event looked at the challenges of getting digital marketing taken seriously at board level. Davina Lines, MD at Netimperative, was there to report...
Jul 23, 2008
All subject items…