Big Macs and Pot Noodles

Big Macs and Pot Noodles: the brands we love to hate
Scotsman – United Kingdom
… “Marketing people can spend millions on adverts but unless their brand is respected and trusted it will never be popular,” said Mark Borkowski, …

http://news.scotsman.com/scotland.cfm?id=733212006

Big Macs and Pot Noodles: the brands we love to hate

ALASTAIR JAMIESON CONSUMER AFFAIRS CORRESPONDENT
THE company’s adverts may claim “we’re loving it” but McDonald’s has emerged as one of the most hated brands in Britain.
Researchers found that only three household names are loathed more by modern shoppers – the student favourite Pot Noodle, the shopping channel QVC and Sainsbury’s Novon washing powder.
The research, by Marketing magazine, concluded that the size of the company has nothing to do with how much the brand is despised – Tesco was listed as the second most popular brand, despite a recent backlash against its dominance of the British shopping scene.
The most loved brand of all is the internet search engine Google.
Marketing suggested that Tesco was admired for being a successful British company – it has even moved up a place since a similar survey a year ago.
Some of the world’s most famous names are in the top ten of most loved products, from Coca-Cola to Persil, BBC1 to British Airways and Nokia to eBay.
“Marketing people can spend millions on adverts but unless their brand is respected and trusted it will never be popular,” said Mark Borkowski, a British publicist and PR expert.
“If you talked about brand integrity 20 years ago, people would have thought you were a Martian, but ordinary consumers nowadays are sharp enough to know who they are giving their money to,” he added.
The list of firms we love to hate also includes giants in their own field such as Manchester United, in 12th place. The list of the 50 most hated brands includes the budget supermarket chains Lidl, Kwik Save and Spar – but it also includes Harrods.
Some companies divide opinion and seem to be loved and loathed in equal measure. IKEA is the 13th best loved brand but also the 35th most hated. Dyson, too, is on both lists.
But in most cases there seems to be a distinct love-hate relationship with popular brands. Kellogg’s Coco Pops is on the most hated list but Kellogg’s Crunchy Nut Corn Flakes is among the favourites, Cadbury’s Dairy Milk is loved but Cadbury’s Creme Eggs are loathed.
Nearly 3,000 consumers took part in the annual survey, published by Marketing. The magazine said popular brands offered good service, often with a good internet presence, customer loyalty and tradition.
But the report warned:
“Consumers’ feelings of warmth toward some brands, will not stop them buying rivals’ offerings if they think they offer better value or convenience.”