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Fewer UK players in Brand Relevance Index

Fewer home grown British companies are among the top 50 brands that are most relevant to UK consumers, according to the 2018 Prophet Brand Relevance Index.

The fourth version of the annual index has just been published by Prophet, a global brand and marketing consultancy. The report is based on a survey of 11,500 UK consumers, in which they were asked about 240 brands across 27 industries. Four brand principles were used to frame the discussion: customer obsession, ruthless pragmatism, pervasive innovation, and distinctive innovation.

According to the results, the top ten most relevant brands to UK consumers are:

  1. Apple
  2. Lego
  3. PlayStation
  4. Google
  5. Netflix
  6. Fitbit
  7. Spotify
  8. Amazon
  9. NHS
  10. Android


“Besides being technology-led disruptive companies, what many of the top 10 have in common is that they’re fast earning consumer trust by leveraging data to enhance the brand experience and connect with consumers on a deeper and more personal level,” says Prophet president EMEA Rune Gustafson

“The Prophet Brand Relevance Index continually demonstrates that relevance pays for companies and consumers,” adds Gustafson. “By finding new ways to delight, surprise and exceed expectations, relevant brands are not only winning the hearts, minds and loyalty of consumers, they’re also winning financially too by outperforming the FTSE Index by 73% over the last decade. It’s clear that in order to succeed and grow, brands must be relevant. And, as a predictor of business growth, brand relevance is a far more powerful tool than traditional measures that companies would usually use like Net Promotor Score, for example, and that’s why the BRI is valuable for identifying both areas of strength and opportunity for brands to improve.”

Just 22 per cent of the brands listed this year are British. According to Prophet this is due to a lack of commitment to innovation, though brands that do innovate – such as Dyson – stand out from the pack.