Report casts doubt over brands’ future

Marks & Spencer, Apple and Daewoo are among brands perceived as least likely to survive to 2015, according to pan-European research on consumer perceptions.

FutureBrand surveyed 448 people of varied ages and backgrounds from France, Germany and the UK, and combined the findings with qualitative research from its brand specialists.

Coca-Cola topped the poll as the brand most likely to survive, with Microsoft coming in second and Heinz third. Danone, Sony and Nestlé were also in the top ten. The key reasons respondents gave for these choices were that these products were long established and global. In the UK, Heinz was the clear leader.

The research says: “This supports the view that it would be more powerful to create ranges by extending brands rather than by using a separate new brand for each product.”

In the UK, Marks & Spencer, Daewoo and Pokémon were highlighted as most at risk. Apple and Rover were also named. Reasons given included poor quality, over pricing and poor advertising. However the report claims that there was less agreement over brands at risk than those likely to survive – with over 200 brands cited as being at risk

FutureBrand European director of consulting David Hensley says: “Being perceived as a survivor is a key factor for a brand to survive, particularly in consumer products.”