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Co-op Bank and Wonga named UK’s most improved brands of 2015

Written by: Victoria Hartley
Co-operative Bank and payday lender Wonga were the two most improved brands of 2015, with three other finance names also making it into the top ten.

The YouGov BrandIndex shows Co-op Bank’s concerted advertising efforts in 2015 gave it a boost after a tough 2014, which included headlines on capital adequacy shortfalls and internal scandal. The Co-op Group and its insurance arm also feature again in the fourth and sixth spots.

Director of YouGov Brand Index Sarah Murphy, said: “After a year to forget in 2014, the Co-operative Bank has made great strides in its recovery.”

She added: “There are a high number of brands on the list from the much maligned utilities and banking sectors as many enjoyed a year out of the headlines for the first time in a long time. In these cases, no news was indeed good news.”

Wonga recorded a loss after it was forced to write off £220m of debt after the regulator sanctioned the firm for its lack of affordability checks.

YouGov BrandIndex Top 10 most improved brands of 2015

1 Co-operative Bank
2 Wonga
3 British Gas
4 The Co-operative (supermarket)
5 Royal Bank of Scotland
6 Co-operative Insurance
7 Lloyds Bank
8 Ryanair
9 Tesco
10 Barclays

For the second year in a row Aldi and Lidl filled the two top spots on YouGov BrandIndex’s list of the UK’s top brands. This follows a year of creative advertising, ambitious expansion and a progressive wage policy, handing both brands even higher popularity among UK consumers.

Murphy said: “Aldi and Lidl hold the top two spots in our rankings for the second year in a row but their marketing strategies have evolved over the past 12 months. While they have always marketed themselves being value for money the emphasis now is on the quality side of that bargain and not just the cost.”

BBC iPlayer, John Lewis and Dyson fill out the rest of the top five.

YouGov BrandIndex measures the public’s perception of brands on a daily basis across a range of measures. This includes a ‘buzz score’ which measures whether people have heard good or bad news about a brand over the previous two weeks.

YouGov BrandIndex Top 10 UK Brands of 2015

1 Aldi 19.7
2 Lidl 17.5
3 BBC iPlayer 13.5
4 John Lewis 12.1
5 Dyson 11.6
6 Marks & Spencer 11.2
7 Yorkshire Tea 10.1
8 YouTube 9.7
9 9.4
10 Apple 9.0
10 Waitrose 9.0

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