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A new challenge for Browett

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Wed, 01/02/2012 - 10:03
A new challenge for Browett

We learnt yesterday that Apple had poached John Browett, former chief executive of Dixons, to head their worldwide retail operations. A look at YouGov’s BrandIndex suggests that this could be a good move for both Apple and Browett.

Apple have secured themselves a man who kept Dixons as the leading player in the difficult electronic retail sector in the UK, and Browett himself now has the opportunity to move from a struggling sector to a booming one, joining one of the leading players within it.

Firstly if we look at the Index score of Dixon’s biggest brand, Curry’s, over the past couple of years we can see a very slight decline (all of which came last year) from +11 in December 2009 to +8 this week.

This, however, needs to be taking in the context of a sector that has been in general decline with Curry’s remaining just above Comet, having seen off the challenge from Best Buy.

Apple, of course, operates in a very different arena, where the mood is positive and perception scores high; Apple’s Index score has been consistently in the mid +30s over the past two years. Browett’s role is a global one and it is not just in the UK where his new brand is popular.

For example, Apple’s Index score currently stands at +43 in the US, +29 in Germany, +38 in Denmark and +44 in Chile, all of which are good scores and point to a brand with a high level of consumer sentiment around the world.

At Dixons, Browett proved himself a man for difficult times. The question now will be whether he can help an already very strong brand further capitalise on its position.

Every day, 2000 BrandIndex respondents rate brands either positively or negatively across 7 measures to provide a unique set of measures (Quality, Value, Reputation, Impression, Advocacy, Satisfaction and Buzz) on brand perception. For each one, the proportion giving a negative answer is taken away from positive to give a single score that can range from -100 to +100. All but Buzz (a measure of how positive or negative the “noise” around a brand is) are combined to form an Index score – a comprehensive measure representing a brand’s health.

Apple's Index Scores
Index Scores
Apple's Index Scores Internationally
Apple's Index Scores Internationally
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