Amazon tops poll of most-loved brands

Amazon: beats ITV and BBC to be named the nation's moved-loved brand
Amazon: beats ITV and BBC to be named the nation's moved-loved brand

Amazon has been voted the UK's most-loved brand, despite the furore around the amount of tax the on retail giant pays.

Amazon has come under fire in recent years for the amount of tax it pays. It received almost half of the votes (48%) in the poll, followed by Cadbury and Walkers.

The top ten was also made up of a mixture of FMCG, retail and media brands as Heinz, the BBC, Google, Kellogg’s, Boots, Tesco and ITV, according to a poll by agency Isobel.

In the same survey, the ad agency also sought to find out the UK’s most hated brand, with controversial political party UKIP taking the lead with almost a third (30%) of the vote, followed by the Conservatives with 27%. Labour and the Liberal Democrats took the fifth and sixth spots respectively.

But the third place was taken by love it or hate it brand Marmite, followed by controversial airline Ryanair.

McDonald’s, Starbucks, Facebook and KFC also featured among the most-hated brands in Britain.

Paul Houlding, Isobel's managing director, said: "It would seem that longevity works wonders for most. All, bar two of the top 10, predate the 1960's with top honours going to Cadbury (1824).

"Affection, it seems, has been hard won. But it's not just about affection, it's about relevance and usefulness and what better proof of that formula than Amazon and Google.

"Brands that are useful to us, brands that make our lives easier, brands that do what they promise. The question is, can they keep it up? 170 years from now will they have been as resilient as Cadbury?"

Consumers were asked to identify brands against a number of "love" factors including brands they felt a loyalty towards, brands they would miss if they were no longer available and brands they rely on. They were also asked to list the brands that they hate.

The survey, conducted with OnePoll, polled 1,500 UK consumers in February. 

Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free