John Lewis tops list of UK’s favourite brands

John Lewis has been named as the top brand for customer experience by UK shoppers, according to a new study by Nunwood, while previous number one Amazon was pushed into fourth after coming under fire for the amount of corporation tax it pays.

John Lewis

John Lewis scored 8.25 out of a possible 10, enough to move it from its position in second last year to top the poll in 2013. QVC came in second, making an entry onto the list for the first time with a score of 8.23.

Click here to read our in-depth feature about the research

First Direct came in third overall and was the top financial services brand with a score of 8.19. Previous favourite Amazon came in in fourth with a score of 8.18 after its brand was dented by not paying UK corporation tax.

Nunwood director David Conway says: “We’ve seen Amazon – which has topped the list for the past three years – drop to fourth place and much of that is to do with the adverse publicity it received [regarding its tax arrangements]. It goes to show that no matter how good you are at managing your day-to-day operations, you also need to manage reputational risk because that plays a big part in people’s mindsets and how they feel about you as a brand.”

Nunwood sampled about 7,500 UK consumers, about their customer service experience in the past six months. Brands were then weighted to create a CEE Metric based on personalisation, time and effort, expectations, integrity, resolution and empathy.

In the travel sector, Virgin Atlantic was the top choice, while M&S won out in the grocery retail sector. Tesco Mobile beat out Giff Gaff and PlusNet in the telecoms sector, with no other telecoms company making it into the top 100.

Nunwood’s Top 10

John Lewis
QVC 
First Direct
Amazon
Virgin Atlantic 
M&S Food 
Lush 
Ocado 
M&S 
Waitrose 

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here