Lidl and Ferrari Considered the UK's Most Desirable Brands
LONDON, July 1, 2013
LONDON, July 1, 2013 /PRNewswire/ --
Study reveals that Lidl and Ferrari are brands of 'substance', inspiring pride
and e n ergy amongst customers in times of austerity
The latest 'Brand Desires' study released today has shown that both Lidl and
Ferrari have established clearly defined roles in people's lives, which
provoke emotion and achieve recognition from their customers. The results
revealed that Lidl gained 80% in brand desirability this year, making it the
best performer in its sector. Asda and Morrisons scored 61% while Waitrose
(Logo: http://photos.prnewswire.com/prnh/20120920/562717 )
This study is the result of three years' of mined data from 60,000 consumers
designed to establish which UK brands have the greatest resonance and generate
the strongest connection with its target audience. For the first time, the
study has included sales performance as one of the key criteria to designate
the impact of the brands, as well as 'desirability' amongst UK consumers.
Commenting on the report, Maurice Saatchi and James Osmond, say: "Many of the
brands that have increased their desirability in this year's survey, have done
so because they have proven that they are brands of substance in a society of
cynics. When cynicism is high, authenticity cuts through".
The report produced by Saatchi and Osmond's brand consultancy Clear considers
Lidl to have outperformed its competitors by remaining loyal to its roots of
providing quality, value and efficiency. Osmond goes on to say "It just goes
to show that a strong brand, with a clear sense of purpose, that continuously
evolves, can carry you through even the most challenging of times".
As Lidl UK becomes ever-more relevant to the British consumer and with its
market share tipping a record of 3%*, Lidl is a brand that continues to power
*Kantar World Panel June 2013.
Contact: For all press enquiries, please contact: Georgina O'Donnell, Tel:
+44-(0)20-8971-1151, Email firstname.lastname@example.org
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