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Brand Metrics: Consumer Awareness of and Attitudes towards Brands in UK Financial Services
Finaccord, April 2008, Pages: 220
Finaccord’s updated report titled Brand Metrics: Consumer Awareness of and Attitudes Towards Brands in UK Financial Services is a research publication that offers unique insight into the way in which 90 important financial services brands are perceived by consumers in the UK. Indeed, for each of these brands that are used to promote banking or insurance products, Brand Metrics analyses their performance in terms of consumer perception according to nine key criteria: overall consumer awareness levels; strength; accessibility; modernity; ability to excite; trustworthiness; ability to offer value for money; commitment to ethical or socially responsible values; and likeability.
The study includes a series of tables that rank the brands in question from first to 90th position for each factor as well as providing further rankings both in terms of implied (theoretical) and actual reported brand effectiveness. Moreover, a new feature of this updated publication relative to the previous edition of Brand Metrics issued in 2006 is the inclusion of scores and rankings for all 90 brands for both overall consumer awareness and reported brand effectiveness broken down by gender, age group and annual household income of respondents.
You may be able to use this report in one or more of the following ways:
- gain access to an analysis that allows you to understand consumer perception of brands for all significant names in the UK financial services market;
- benchmark the performance of your own organisation’s brand(s) both against those of firms with which you compete directly and other comparable names;
- appreciate which brands punch above their weight for each of the criteria considered and which are falling short of the standards that might otherwise be expected;
- evaluate the relative strengths and weaknesses of all 90 brands and identify the areas in which your own organisation’s brand(s) can improve;
- understand the extent to which certain brands resonate more with male or female customers, younger or older individuals, or consumers with lower or higher annual earnings.
Brand Metrics: Consumer Awareness of and Attitudes Towards Brands in UK Financial Services is based on the results of an on-line survey of 4,520 consumers arranged by Tpoll, the market research division of Interactive Prospect Targeting (IPT), during January and February 2008. The visual logos of each brand - listed from pages seven to ten of the report prospectus - were built into the on-line survey in addition to the brand names themselves.
Key features of this report include:
- coverage of all major financial services brands in the UK in addition to a number of the most important secondary names in banking and insurance;
- clear rankings for the 90 brands for each of the nine key criteria that determine aggregate brand effectiveness;
- examination of the relationship between the variables driving brand effectiveness and identification of ‘outlier’ brands that diverge from the normal pattern;
- profiles of each of the 90 brands providing a detailed breakdown of consumer responses for each of the nine variables considered;
- inclusion, for the first time, of results for overall awareness and reported effectiveness broken down by gender, age group and annual household income of respondents.
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