The Marketing Society Brand of the Year award, in association with Marketing, recognises excellence in innovation, marketing and advertising effectiveness, financial performance and winning over cynical, overloaded and price-conscious consumers.
The full list of 20 brands needs to be whittled down to the top five ahead of live voting at The Marketing Society's Annual Dinner on 26 November. Which brand gets your vote?
|Marketing Society Brand of the Year shortlist 2014|
|Daily deliveries, 100% British fresh meat and low prices have helped German discounter Aldi capture the second biggest basket size in the UK, second only to Asda. The supermarket announced pre-tax profits of £260.9m, a 65% surge, and was named favourite supermarket by the public in the YouGov’s Brand Index.|
|Three years ago, Baileys was struggling. Yet, in Diageo’s latest half-year results, the cream liqueur achieved 8% top-line growth following brand renovations such as the launch of Baileys Chocolat Luxe. Meanwhile, Baileys’ new sponsorship of the Women’s Prize for Fiction has been well received and will create publicity.|
|The launch of BT Sport was a gamble that paid off, moving BT from broadband provider to broadcaster. By giving free Premier League football to its 7.4m broadband customers, BT attracted 580,000 new subscriptions in the year to June alongside Marketing Society Excellence Awards for Brand Extension and Revitalisation.|
|Burberry offers a masterclass in combining creativity and technology. During London Fashion Week, fans bought its products instantly via tweets; consumers watching ads for personalised fragrance My Burberry created their own virtual bottles. Burberry also uses data to empower staff to recommend relevant products.|
|EasyJet flew high at the 2014 Marketing Society Excellence Awards, taking home five prizes, including the Grand Prix. The budget airline’s determination to improve its perception among all customers, including business flyers, is paying off. In September, it increased its order of new planes by 27 to 170.|