Off to the hate list first, and, political parties aside, the usual suspects are there - Ryanair, McDonald's, Starbucks, Facebook and KFC. I was surprised to see PayPal didn't make an appearance, but there we are. Top hated of what I call proper brands is Marmite, at Number 3, but I suspect there's a lot of "love to hate" going on there.
Turning to the most-loved list, the bulk of these don't seem out of place at all - Cadbury's, Walkers, Heinz, BBC One, PG Tips, M&S, Boots - these are all brands that have a nice, lovable, cuddly, mumsy feeling to them. They are part of the cultural fabric of the UK.
But the number one spot? It's taken by amazon, which I find extraordinary. Have people not heard about some of amazon's less than exemplary business practises? Or do they turn a blind eye?
The answer is found in how the question is asked: people were asked to rate brands on a number of "love factors" - loyalty, brands they would miss if no longer available, brands they rely on. I strongly suspect that with amazon, there is less "love" going on here and more habit, convenience/ accessibility and lack of perceived alternatives.
Maybe it's a case of love the one you're with.
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2 comments:
Hi Sue, it’s hard to believe that Amazon took the top spot, but ease of use goes a long way to making something ‘loveable’ and it’s certainly easy to spend money on their site! We all do it and then (in my case) wish we hadn't.
amazon was a dream come true when I first moved to Germany back in the 90s, but you're right - it's sometimes so difficult to find alternatives. Kindle is the best example - very few people know you can buy ebooks for Kindles in places other than amazon!
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