Consumer behaviour changing
BrewDog enters top brands list for first time
BrewDog is now among Britain’s top brands
Brewer and bars group BrewDog, and the food and drink firms Just Eat, Innocent and Deliveroo are among the new entrants to a listing of top brands in a sign of changing consumer behaviour.
Big brands such as Vodafone, HSBC, Shell, BT and Sky, continue to dominate, but online retailers, gambling sites and food and drink services have emerged as major disrupters.
New entrants in the BrandZ list of the Top 75 Most Valuable UK Brands in Britain is compiled by Kantar Millward Brown and includes Just Eat (30), National Lottery (37), Bet365 (44), Comparethemarket.com (46), Ocado (49), John Lewis (56), Very (58), Deliveroo (64) BrewDog (65) and Ladbrokes (70).
The list reflects consumers’ preferences for speed and convenience and those brands which have innovated to make the lives of consumers easier through technology is seen as a key driver of growth.
“It’s fascinating because you see a lot of online stuff, the way convenience food eating and drinking is really taking off.
“You’ve got a lot of betting brands in there – again, a reflection of our entertainment and the way in which we’re watching television and betting on our phones. Because we’ve expanded the 50 to 75 it gives us a real insight as to what is bubbling under.”
Kantar UK business development head Jane Bloomfield said: “Established and new brands can learn a lot from each other. Those older brands that form the bedrock of the UK economy have great staying power, having built salience and meaning.
“To grow, they need to work on increasing consumer perceptions that they are different, innovative and relevant.
“The disruptors entering the ranking, meanwhile, need to make their difference meaningful and salient to consumers – if they fail to do so they could have a short lifespan.”
BrewDog and Deliveroo were also named in the top ten innovators list alongside major players in other business sectors.
The study named the food and drink sector as the most innovative and driven by these new brands.
BrandZ Top 75 UK study ranks the most valuable brands in the UK by analysing each company’s strengths and the key factors driving growth in the market.