Marketing Society Brand of the Year 2014 nominees #1: Aldi, Baileys, BT, Burberry and EasyJet

Marketing Society: Brand of the Year 2014
Marketing Society: Brand of the Year 2014

All this week we will be running through the brands shortlisted for this year's Marketing Society Brand of the Year award.

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?

Vote for who you think deserves to win The Marketing Society's Brand of the Year 2014

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.

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