Amazon Voted the UK's Top Brand

Global tech giant Amazon won out over 30 brands as the nation’s favourite brand.

In a study which asked 2000 people to vote for their favourite brand, 51% of respondents voted for the US brand – nine of the top 10 are American brands. The absence of British brands in the top 10 is notable with only one, Cadbury, making the list (albeit owned by Kraft). Brands such as John Lewis, M&S and Boots all missed out on the top slots.

The UK’s top 10 brands

1. Amazon

2. Netflix

3. Cadbury

4. McDonald's

5. Google

6. Facebook

7. Coca-Cola

8. Nike

9. Disney

10. Apple

These findings are part of a wider study on the advertising industry by creative agency Impero. In the ‘Rebranding Advertising’ report, consumers across the UK were asked what they thought about the advertising industry and what needs to change to keep adland future-fit.

Trust in the advertising industry remains an issue, with the majority of consumers (63%) feeling mistrustful of the messaging in ads. Only 25% of consumers said they trust the messages they see in advertising, 31% who said they “probably” don’t trust them, 18% who said they are “very suspicious” of them, and 14% who said they “definitely” don’t trust the messages they see in advertising.