BP is the largest improver in the rankings, the beleaguered oil giant has so far managed the legal ramifications and communications well, albeit after a shaky initial response and, as a result, BP’s Buzz is back to where it should be for a company of this size that is so vital to the UK economy.
British Airways’ revival has been well documented, on the back of the well-received “To fly, to serve” advertising campaign - its biggest communications spend for more than a decade. The campaign dug into its archives with a nostalgic look back over its 92-year history in an effort to reconnect customers with its brand, and it seems to have worked.
Sky has seen its Buzz ranking improve, no doubt as a result of many positive PR coups, such as successfully securing 116 live Premier League matches per year for the seasons running from 2013 - 2016, consolidating its positions as the UK’s leading Premier League broadcaster. The broadcaster boasts a recently refreshed news website as well as enhancements to its Android App which facilitates better user experiences and enhanced touchpoints with the brand.
Despite a poor brand perception based on an aggressive approach to customer service, Ryanair has benefitted from the current economic climate and a growing recognition amongst customers that you get what you pay for.
When British Gas announced inflation busting increases in gas and electricity tariffs, its Buzz score declined rapidly. The downward slide did not recover until the market leader in energy provision announced price decreases in January this year. British Gas was the first of the Big 6 energy providers to cut their prices and this has resulted in a sharp improvement in their Buzz score, which is now back to the pre-increase level.
With so much activity taking place it is no surprise that the technology manufacturer is one of the largest improvers. 2012 could be considered Samsung’s best ever year: the manufacturer saw huge take-up rates in the smartphone market, as well as the TV market with the launch of its Smart TV. The tablet market also saw Samsung re-launch its Galaxy Tab. In the first half of 2012, Samsung was confirmed as the world’s largest mobile phone manufacturer, overtaking Nokia. In the Smartphone market, the S2 was a phenomenal success, and towards the end of the 2011, the Galaxy Note launched. More recently, the Galaxy S3 has been a roaring success that Samsung cannot keep up with demand.
One might speculate that the end of webuyanycar.com much criticized ad campaign may have improved consumer’s brand sentiment at the expense of recall.
Scottish Power has enjoyed significant ‘bouncebackability’ in its Buzz score this year. After posting the highest gas price increase of all the Big 6 energy providers in August 2011, its Buzz score dipped to -19.5. Although Scottish Power did not announce price reductions until February, its Buzz score began to increase at the start of the year in anticipation of a price cut. Scottish Power is now back to where it was before the price hike.
Despite being shackled to Kraft, Cadbury’s remains a national treasure and has managed to maintain a sense of independence in consumer’s minds.
Despite its low rankings, the London Underground continues to maintain a consistent score off the back of a difficult year – an achievement in its own right. Strikes, flooding on the Central line and crowding issues over the Royal Jubilee, not to mention the preparation taken in upgrading the network in time for the Olympics, have made for challenging times at TFL. And the pressure will increase tenfold when the Olympics come to town– will TFL manage to sustain such scores throughout the Games?
These brands were rated using YouGov BrandIndex’s Buzz score which asks respondents, "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?"
The Buzz Rankings chart shows the brands with the highest average Buzz scores between January and June 2012. The Buzz improvers chart ranks the brands with the highest increase in Buzz between Jan - June 2012 and the same period in 2011. Both scores are representative of the general population.
All Buzz scores listed have been rounded to a single decimal place, however, we have used additional precision to assign ranks.