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BizReport : Research archives : February 16, 2015

The most-loved and most-hated U.K. brands revealed

In the wake of Valentine's Day, here are the findings of research conducted by London ad agency isobel to establish the brands Brits love and hate.

by Helen Leggatt

In a survey of 1,500 British consumers age 18 and over, ecommerce behemoth Amazon was identified as the U.K.'s most-loved brand with almost half (48%) of votes. London bucked the trend and the capital city voted Google as its most-loved brand.

Across the U.K., the most-loved brands just behind Amazon are Cadbury in second place, Walkers in third, Heinz in fourth and BBC1 in fifth.

According to Paul Houlding, managing partners at isobel, "longevity works wonders".

"All, bar two of the top 10, predate the 1960's with top honours going to Cadbury (1824). Affection, it seems, has been hard won. But it's not just about affection, it's about relevance and usefulness and what better proof of that formula than Amazon and Google," says Houlding. "Brands that are useful to us, brands that make our lives easier, brands that do what they promise. The question is, can they keep it up? 170 years from now will they have been as resilient as Cadbury?"

Among the most-hated brands the U.K.'s main political parties were well represented. The most-hated brand in the U.K. is UKIP, a controversial independent party, with 30% of votes, while the Conservative party was second (27%) with Labour in fifth and the Liberal Democrats in sixth.


1 Amazon
2 Cadbury
3 Walkers
4 Heinz
5 BBC1
6 Google
7 Kellogg's
8 Boots
9 Tesco
10 ITV
11 eBay
12 Asda
13 M&S
14 PG Tips
15 Facebook
16 Colgate
17 Coca Cola
18 Aldi
19 BBC2
20 Fairy


2 Conservatives
3 Marmite
4 Ryanair
5 Labour
6 LibDems
7 McDonalds
8 Starbucks
9 Facebook
10 KFC

Twin Design /

Image via Shutterstock

Tags: brands, loyalty, research, U.K.

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