Are these really Britain’s most disliked brands?

Catching up with my back-issues of Marketing Week over half-term, I came across this article from Dec09 which reports the results of a market research survey carried out amongst 2,000 UK consumers.

The top 10 most disliked brands are (apparently):

1. Cillit Bang
2. Cif
3. Starbucks
4. Pasta Hut
5. Snickers
6. Veet
7. Accenture
8. Aldi
9. Plenty
10. Mates

Of the 2,000 British consumers surveyed, a quarter of women, a fifth of men and 27% of over-55s did not like the brand name. Yet, the cleaning brand, which was launched in 2005 by Reckitt Benckiser, is actually considered by its owner to be a “power brand” and its sales show it to be an extremely successful product. So, clearly, brand name is not everything.

As Marketing Week point out:

“Three of the top five and four of the top 10 are brands that have changed their brand name from a previous incarnation.”

I’m not sure I really understand what criteria the consumers surveyed used when deciding which brands they disliked - or not. I guess annoying advertising may have played a part in the table-topping performance from Cillit Bang?

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