The FamilyBrands survey that polled over 1500 adults in October 2011, asked GB adults to identify brands against a number of attributes associated with 'family' including 'socially responsible', 'caring' and 'good listeners'. Now in its third year, the 2011 study has seen a dramatic shift in fortunes for many of the UK’s leading brands.
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M&S rises 5 places and knocks Boots off the top spot to become the UK’s top family brand 2011.
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Tesco, the UK’s biggest supermarket, drops 7 places and out of the top 20 for the first time.
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Innocent and
John Lewis rise up through the ranks to make their top ten debut.
• High-flying
BA rises 23 places to take the mantle from Virgin Atlantic as the UK’s top family airline.
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Twitter, the microblog social media site shows signs of becoming a family favourite rising 10 places whilst Facebook falls out of favour dropping16 places.
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Ryanair is voted one of the ‘worst’ family brands with only 1% identifying the LCC as ‘good listeners’.
• News International titles,
The Sun and
The Times suffer the phone hacking backlash dropping 20 and 23 places respectively compared to last year.
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McDonald’s, the fast-food giant makes a huge leap to becoming a family brand rising an impressive 20 places to 50th.
• Labour takes the family vote whilst the Coalition fails to impress with only 3% identifying the political hybrid as ‘caring’.
Steve Hastings, Planning Partner, Isobel comments:
“Now three years in to our FamilyBrands survey we are seeing a clear pattern emerging with Britain's favourite family brands being identified year-after-year. We believe in harder times people fall back on brands they trust, brands they are familiar with and brands they feel at home with. That's why some brands this year have fallen sharply – people feel they have abused their trust (e.g. Conlib coalition, the News International titles). At the same time we are open to new ideas and want to be surprised and delighted by new ideas – especially those relevant to day-to-day family life. Hence we see a refreshed McDonald’s rising up, as well as Innocent doing well with their wider product range and bigger advertising spend.”
