Apple, Sony and M&S 'most defining brands' of today

Apple: 'most definitive brand' (pic: Apple)
Apple: 'most definitive brand' (pic: Apple)

Apple, Sony and Marks & Spencer have been voted the top three brands that best represent life in the UK today, according to a survey by research agency BritainThinks.

The company has carried out its 'Time Capsule' poll of 2000 adults, in which it asks respondents to list brands, events, people, objects and words that best represent them and their lives.

Of all brands, Apple was top with 4% of the overall vote, with Sony and M&S on 3% each. Tesco and Cadbury completed the top five, with 2% of the nominations each.

Of the brands nominated, 19% were from the technology sector, 14% were retailers and 13% were food brands. Clothes brands accounted for 10% of the votes, with the cosmetics sector providing 8% of the suggested brands.

Within the technology sector, Apple was the clear winner, with 21% of the vote. Sony was voted into second place with 16%, while Microsoft came third, cited by 9%.

M&S was the most voted-for retail brand, with 22% of respondents considering it the brand most representative of life in the UK today. Tesco came second, with 19% of the vote, while Sainsbury's gained 11% to pip Asda (9%) to fourth place.

Elsewhere, the top food brands included Cadbury (14%), Heinz (13%) and Kellogg (7%). Nike (13%) beat Next (10%) into second place in the apparel sector, with Adidas (9%) third.

The poll was conducted using the Popular Data Solutions online panel.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message