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Who Are The Happiest And Most Trusted UK Brands?

Who Are The Happiest And Most Trusted UK Brands?
30/09/2014

Pharrell Williams may be Happy at the No. 1 chart slot right now, but which UK brands can say the same?

The marketing industry gurus at Marketing Week have published the results of a consumer study to find the happiest and most trustworthy brands in the UK.

London advertising agency Isobel and the stats fans at Cog Research did the actual groundwork for Marketing Week’s report and infographic.

“We have conducted the first ever consumer study to identify the UK’s happiest brands,” says Isobel on their website. “The study asked consumers to identify brands against a number of ‘happy’ criteria including values such as optimistic or pessimistic, playful or boring, happy or sad, trustworthy or not trustworthy etc.”

Top 10 Happiest UK Brands 1. Cadbury 2. Andrex 3. Google 4. Fairy 5. Nivea 6. YouTube 7. Amazon 8. Mars 9. Walkers 10. Heinz

Surprisingly, Apple didn’t make it into this Top 10 of happiness. They were sandwiched between John Lewis and Pizza Hut in the #34 position. Now that totally goes against the huge volume of Mac ‘n’ iPhone loving found here at Copy Color. Far less surprising is the news that all the major political parties and newspapers ranked as the least trustworthy brands in the UK.

Marketing Week concluded that their research showed that brands who are perceived to have happy characteristics will go on to generate stronger connections with British consumers.

“If you can connect a brand to a feeling of personal happiness then that brand will likely have a stronger emotional connection with the consumer,” explains Isobel. “That brand will be better liked, better recalled and chosen more often. So a happy brand will be a successful brand.”

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