Hall & Partners, a global brand and communications research agency, measured how people engage with brands, exploring how people think and feel – both consciously and unconsciously – about brands.
The results revealed that Cadbury continues to be a much-loved brand, and that it has succeeded in building an incredibly strong emotional connection with people, both consciously and unconsciously.
“It is no surprise that Cadbury is one of the UK’s most engaging brands,” says Vanella Jackson, CEO of Hall & Partners, part of global advertising group Omnicom. “Our research has shown that their highly engaging campaigns – such as the Gorilla and Eyebrows advertising – have helped reinforce a very strong emotional connection and build one of Britain’s best loved brands."
Overall, Hall & Partners’ top ten most engaging brands poll saw Google come on top, followed by Cadbury, Amazon, BBC, and Facebook.
“It is interesting to note how well technology brands performed,” says Jackson. “By their very nature they facilitate greater participation, which is key to building strong, longer lasting, brand relationships.”
Indeed, of the top ten companies in the poll, five companies were technology-related, as the poll shows:
1. Google2. Cadbury3. Amazon4. BBC5. Facebook6. Marks & Spencer7. Sony8. Microsoft9. The Olympics10. Dove
“But with the merger of Cadbury/Kraft in final stages of discussion, it will be interesting to see how this impacts on the incredibly strong relationships consumers hold with the brand,” adds Jackson.