Brands we love, brands we hate

No brand sets out to be hated. But being on the receiving end of consumer contempt is more often than not better than simply being ignored. The often-loathed trio of Pot Noodle, McDonald's and AOL were detested more than any other brands in the past year, but no one could say they have not been successful; polarising opinion can most definitely work in a brand's favour. Ask the shareholders of fellow top-10 figure of hate Manchester United whether they care that their club is unpopular with so many, and they will no doubt point to the figures that show it is one of the most valuable sports brands in the world. Chelsea FC, the 29th most-hated brand, would no doubt love to trade places. Some would say its management is doing its level best to ensure it catches up.

Nearly 2500 UK consumers responded during March to the third annual online poll taken by Joshua G2, on behalf of Marketing, into the brands we love and hate.

The findings offer valuable insights into what motivates consumers to buy, and provides pointers for brands seeking to boost their popularity, but they also prove that it does not necessarily matter if a brand is disliked.

The airlines sector is a case in point. British Airways appears toward the top of the most-loved list and bottom of the most-hated list. It has only just clawed its way back to marginal profitability. By contrast, its no-frills competitors Ryanair and easyJet, both of which appear only in the most-hated list, have posted big profit increases; more than 56% in easyJet's case.

'Those in the most-loved list tend to be aspirational, whereas those in the most-hated list tend to be functional or niche brands,' says Malcolm Wilkinson, partner at management consultancy Deloitte. 'It is arguably better to have a clear positioning and targeting and make money from it, than it is to be an aspirational brand that people cannot afford.'

So the least-popular brands, such as TK Maxx and Pot Noodle, or those that polarise opinion, such as IKEA or Dyson, may be among the most successful. 'These brands are very good at segmental targeting and forging a strong connection with their market, so their lack of popular appeal is irrelevant,' says Wilkinson. 'If people have a strong opinion, even a negative one, that is important. It is much easier to turn a strong negative into a strong positive than to create something from nothing.' However, he adds that this does not apply to all sectors, citing charities as an exception.

Technology brands continue to make a strong showing in the most-loved list. 'Those that combine technology and service - Google, Amazon and eBay being obvious examples - are highly engaging,' says Dorothy MacKenzie, chairman of brand agency Dragon. 'They have almost created a new type of brand that is friendly, warm and outgoing, but part of their appeal is that they don't have to push themselves at people.'

Matthew Howells, director at Joshua G2, believes the results also illustrate how traditional favourites have been welcomed back to the fold by consumers. 'The most-loved list comprises brands that build emotional rapport, and that lasts,' he says. 'This means there are fewer significant changes than in the most-hated list. But there has been a drift toward "heart-and-soul" enduring brands, such as Heinz and Sainsbury's.'

A lack of correlation between adspend and favourability has become even more pronounced over the years. Brands in some of the highest-spending sectors - notably financial services and mobile networks - achieve no standout, and have become commoditised in many consumers' eyes. Direct Line and First Direct in particular appear to have lost their emotional appeal.

While high adspend won't necessarily translate to consumer appreciation, a good product will. BBC One, for instance, has remained popular while ITV plunged 29 spots; the Beeb's branding has been overhauled, but its success has also come from improved programming such as the return of Dr Who.

The lessons are clear: brands that want to be loved need to get their product, customer service, values and communications right. But brands that find themselves hated can take consolation in their bottom lines, knowing that they don't have to be loved to be successful.

For a full list of the 50 most loved brands, and the 50 most heated brands, with breakdowns by gender and place of residence, see the May 9 edition of Marketing magazine. In addition, there are rankings of the five most loved and hated brands by category: high-street shops, supermarkets, fashion, home stores, mobile networks, mobile handsets, chocolate, football, cars marques, online shopping, finance, home appliances, beauty products, charities, airlines, charities, ISPs, daily newspapers and TV channels.