John Lewis tops 100 most trusted brands


Homegrown brands are having a moment, as a new study finds nine out of the top ten most trusted firms in the UK are British.

John Lewis, QVC, Marks & Spencer, Lush and Ocado all made it in to the top ten brands for UK consumer experience in 2013, while Amazon, the only non-Brit in the line-up, fell to fourth place.

Nunhead’s research, which asked consumers to rate their experiences with over 250 brands and explain the rationale behind the scores, found John Lewis to be the overall winner, climbing from second position in 2012 to replace online giant Amazon, who has come under fire after it was revealed it paid just £2.4 million in corporation tax on sales of £4 billion last year.

Interestingly, none of the nation’s four largest supermarkets made it in to the top 10, despite their prevalence across the UK. Instead, television shopping channel QVC gained a new entry at number 2, and Marks & Spencer’s Simply Food brand took sixth place. Both Ocado and Waitrose managed to make it in to the top 10, with handmade cosmetics company Lush securing seventh place.

Outside of the top 10, Sainsbury’s was voted in at 11, Asda at 17 and Iceland at 19. Further up the chart, Morrisons came in at 29 and Tesco between and Dunelm, in 47th place.

Speaking in light of the results. Nunwood director David Conway said that the surge in trust for homegrown brands was one to be expected in times of economic uncertainty:
‘The brands that have done particularly well have focused on delivering a really good experience and have a strong British heritage.’

Conway added: ‘Unquestionably, there is a bit of an aura around John Lewis. The fact that it is owned by its employees has given it a halo effect.

‘Customers have a feeling that the staff try that bit harder and make an extra effort, so they view it as a brand that they can trust.’

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