Brand performance can be measured in a number of ways. While many will look at the profits and the financial side of a business as a means of determining its success, others focus on the consumer element – are brands connecting with their target markets as well as simply making sales? Each year, the Centre for Brand Analysis in the UK publishes two lists of the top performing brands in the country. This year there is a surprise appearance at the number 4 slot on the Consumer Superbrands list for Dyson. Why have Dyson made such a massive jump up this 2016 list?
Dyson has seen its best ever ranking in the Superbrands list as other major players in the UK market fall behind.
Dyson may be 4th on this list, but the company has stolen many headlines away from its higher-ranked competitors because this placement is far more noteworthy. It is British Airways that topped the list – with Rolex and LEGO taking the 2nd and 3rd spots respectively – but this aviation giant was always expected to come top. Dyson, on the other hand, was ranked much lower in 2015 (at number 14) and did not even make the top 20 the year before that. There is clearly something that Dyson are doing that other brands are not, especially those giants that have faltered near the bottom of the list. Tax issues with companies like Google and Amazon could be to blame for their slide, but other major names like Boots and Cadbury’s – who suffered from major product issues – have also slipped away.
What have Dyson done to ensure that voters chose them over other brands?
There are three key questions that the Centre for Brand Analysis want voters to consider when judging these UK brands. As stated on their website, these questions are as follows:
Does the brand provide quality products and services?
Can the brand be trusted to deliver consistently?
It is well known in its sector and suitably different from its rivals?
This focus on quality, reliability and distinction mean it is easy to see why consumers would choose this leader in the world of vacuum cleaners over other brands. Dyson is the name that many consumers think of when they look for a tough machine with plenty of suction and longevity, their products are always considered to be of a high standard and the models are clearly unique compared to their competitors. Many also believe that the approach of the most recent advertising campaign, involving James Dyson himself, has done a lot to make the company seem human and approachable in a world of questionable brands and corrupt powers.
There is clearly plenty for Dyson to celebrate here. This vacuum giant may not be mentioned on the Business Superbrands list, where Apple and Google continue to show their dominance, but this sharp climb in the consumer list shows that it has a lot of public support. As long as Dyson continue to be seen as the friendly, approachable company with great, forward-thinking products that users can rely upon, they should retain this lofty position in the 2017 list.
Leave a Reply