BT, the BBC and Marks & Spencer have emerged as the UK’s strongest
indigenous brands in a worldwide study by marketing services giant
The survey, part of a project called Brandz, reveals that all three
appear in the top ten UK brands in terms of ’brand bonding’.
The remaining seven places, with the exception of Swiss company Nestle’s
Nescafe, are occupied by US companies.
Brand bonding is calculated by the closeness with which relevant
consumers bond with a brand and therefore predicts the share of category
consumer spending they are likely to achieve.
70,000 interviews were conducted by WPP’s research company Millward
Brown with over 3500 brands examined worldwide.
The research claims to be unique in that it only tests the strength of a
brand against those consumers to whom it is relevant.