Insight: Brits are brand snobs – 4imprint
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Millions of Brits admit they’re ‘brand snobs’ and are happy to pay a premium for a label, according to new research.
Despite loving the idea of bagging a bargain, more than half (54 per cent) of all consumers are still prepared to fork out the extra cash for a well-known brand.
Some of the most popular brands among adults today include Apple, Coca-Cola and Cadbury’s – while 28 per cent prefer to step out with the Adidas stripes on the side of their shoe.
A further 52 per cent love to flash a Costa or Starbucks logo while on the train, and more than a fifth (21 per cent) sport Ray-Ban sunglasses when the sun comes out.
A spokesman for promotional products retailer 4imprint, which commissioned the research, said: “Our results found brand names are hugely important to many.
“Branding is the cornerstone of marketing – if you get your logo and brand identity right, it can have a huge impact on the success of your business.”
Apple were revealed to have the UK’s best logo according to the survey, with a quarter of Brits picking the electronics giant.
This was followed by Nike’s iconic ‘swoosh’ tick, and the famous Starbucks mermaid logo, in its distinctive green.
When finding themselves in an unfamiliar city, Brits are also 10 per cent more likely to buy a coffee from a chain like Starbucks or Costa than a shop they don’t recognise.
More than a third of those surveyed admit to feeling pride when showing off items from a brand they like.
And over half prefer it when they buy a branded item and there’s a clearly visible logo to show where it came from.
On average, Brits are willing to pay 12 per cent over the odds for a product from a brand they like, over a non-branded version.
For half of the nation, this brand-focused buying will take place during their weekly shop, when consumers make a point of purchasing branded products over the supermarket’s own range.
Some of the things Brits will only buy branded – and not unlabelled – include trainers, alcohol and ketchup.
A quarter of the population are also more likely to buy branded deodorant over a supermarket’s own version.
Incredibly, we shell out £258 each year buying branded products over unbranded ones.
Researchers found Heinz, Colgate, Pepsi and Andrex are among those products bought simply because of the strength of the brand name, while shoppers are also firm advocates of Converse shoes, Disney merchandise and LEGO.
And when shopping, additional marketing techniques that firms use as part their overall brand proposition when selling to customers – such as big discounts (43 per cent) and free delivery (36 percent) – are other key tactics that influence buyer behaviour.
A further 35 per cent are often bowled over by particularly good customer service and more than a quarter (26 per cent) said free promotional products are essential marketing tactics that influences customer purchasing decisions.
4imprint’s spokesman, added: “The study shows that consumers clearly identify and buy particular products and services from businesses with strong brand recognition. Promotional merchandise is a key way to increase brand awareness and, in turn, helps to influence buyer behaviour.”
THE TOP 10 PRODUCTS CONSUMERS WILL ONLY BUY FROM BRANDS
- Trainers
- Coffee
- Shampoo
- Deodorant
- Alcohol
- Tea
- Ketchup
- Beans
- Cereal
- Conditioner
MOST POPULAR BRANDS BOUGHT FOR THE NAME
- Costa
- Cadbury’s
- Apple
- Samsung
- Coca-Cola
- Heinz
- Amazon
- Adidas
- Marks and Spencer
- Kellogg’s
- Nike
- Starbucks
- Colgate
- Sony
- Pepsi
- Dove
- Microsoft
- Nestle
- Caffe Nero
- Andrex
- IKEA
- Converse
- Gillette
- Disney
- Haagen-Dazs
- Calvin Klein
- Stella Artois
- LEGO
- Jack Daniel’s
- Ford
- BMW
- Audi
- Gordon’s
- Puma
- Ted Baker
- Budweiser
- Michael Kors
- Volkswagen
- Strongbow
- Ray-Ban
- Rolex
- Dell
- Jaguar
- BP
- Topshop
- Shell
- Tag Heuer
- Casio
- Nissan
Survey data: 2,000 adults aged 18-55 years, independent research commissioned by 4imprint and conducted by One Poll.
