Apple UK's 'most desired' brand but tax avoidance scandal hits Google

Apple has retained its place as the UK's most desirable brand, but Google suffered a 38% decline in desirability as the ongoing tax avoidance scandal impacted its brand perception.

Google: brand's desirability in the UK damaged by tax avoidance issue
Google: brand's desirability in the UK damaged by tax avoidance issue

The survey, carried out by marketing agency Clear, part of M&C Saatchi Group, showed Apple clinging to its place at the top of the UK ranking, with a 1% increase, ahead of its own iPhone brand.

However, the report showed a chink in Apple’s armour, with its iPad brand experiencing a 23% fall in desirability, and arch-rival Samsung climbing 22%. In the equivalent US report, Apple has experienced a 10% drop and is no longer in the top 20 brands.

According to the survey, the UK is continuing to feel the effects of austerity, with value brands such as Lidl (+80%), Ikea (53%) and Morrisons (+61%) all experiencing rises.

Google, which was twice hauled before MPs to defend alleged tax avoidance measures, suffered a 38% decline in desirability, and has fallen out of the top 20 as a result.

Similarly, although Starbucks – another target for tax campaigners – nudged its desirability rating up by 3%, its biggest UK rival Costa enjoyed a 70% surge. 

The Brand Desire survey featured 60,000 consumers from six countries who were quizzed over a three-year period about 900-plus brands, in an attempt to understand what creates, destroys and sustains brand desire.

Top 20 Desirable Brands: UK

Position Brand Year-on-year change
1 Apple 1%
2 iPhone 1%
3 Ferrari 34%
4 Tiffany 46%
5 Marmite 5%
6 iTunes -4%
7 Amazon 1%
8 iPad -23%
9 Cadbury's 26%
10 Dyson 28%
11 Tripadvisor New
12 GHD New
13 Calpol New
14 KitKat 22%
15 Unicef 20%
16 WWF 6%
17 YouTube 2%
18 Disney 23%
19 Fairtrade -8%
20 Tag Heuer 8%
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