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Amazon voted top consumer brand

The latest YouGov BrandIndex bi-annual league table has revealed that Amazon, Google and BBC iPlayer have beaten over 850 brands to become the most highly-rated brands in the UK.


Amazon voted top consumer brand

The 2012 bi-annual league table, compiled using YouGov’s BrandIndex tracker which measures daily perception of brands amongst the public, highlights which consumer brands have made the most positive and lasting impressions.

In the 2011 league table published in January, Google, Amazon and M&S took first, second and third positions respectively. This time around, however, Amazon has overtaken Google, and for the first time holds the top spot. M&S has fallen out of the top three, now sitting in fourth place, while newcomer BBC iPlayer has shot up to third position.

Retail continues to be a dominant force in the league table with Amazon, Marks & Spencer, John Lewis, Boots, Sainsbury's and Waterstones all in the top 20 entries.

Sarah Murphy, YouGov’s associate director, BrandIndex, said: "BBC iPlayer overtaking M&S in the top three demonstrates the great amount that the broadcaster has delivered in the last year, whilst dealing with reduced funding – a great achievement.

"Despite M&S falling out of the top three, they still have shown great resilience in a sector which has experienced significant declines over the last year. Google’s decline is statistically significant and is driven by all the brand measures that comprise the Index score – this is certainly a brand to watch over the next 6 months."

The top 20 brands and their index scores are as follows:

1. Amazon (58.1)
2. Google (54.8)
3. BBC iPlayer (53.7)
4. Marks & Spencer (52.2)
5. BBC (51.71)
6. Heinz (47.9)
7. John Lewis (46.5)
8. Sony (45.2)
9. Boots (43.1)
10. Cadbury (42.4)
11. Sainsbury's (40.8)
12. Channel 4 (39.7)
13. Cathedral City (38.5)
14 Samsung (38.4)
15. Maltesers (37.8)
16. Colgate (37.4)
17. Freeview (37.3)
18. Waterstones (37.1)
19. Dyson (36.9)
20. Bosch (36.6)


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