• Transform magazine
  • November 19, 2019

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Amazon surpasses Google and Netflix as the most relevant brand to Brits, report shows

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Superbrands has released its 2019 ‘Consumer Relevancy Index,’ featuring Amazon on top of the list as the most relevant brand to consumer’s daily lives. The list, crowded with online businesses, paints a grim picture for older and more traditional brands.

Amazon is gaining more relevance today than ever, according to Superbrands’ latest report. The brand-focused publishing company released its ‘Consumer Relevancy Index’ in April, asking consumers which companies are gaining the most importance to their everyday lives compared to the past. Consumers have reported interest in other tech giants as well, such as Netflix, Samsung and Google, who all placed within the top 10.
Superbrands’ top 20 hints at a rise in relevance for online brands, which may pose significant threats to older businesses. Netflix is gaining ground year-by-year over traditional media companies, whereas Amazon itself and German discount grocer Aldi challenge more established retailers on a daily basis. In this dynamic and evolving landscape, companies will need to adapt and be up to date with the most recent trends to survive.
On the other hand, according to Superbrands’ chairman Stephen Cheliotis, names at the bottom of the list “may have troubled times ahead. Many have already suffered fundamental business problems since the survey, including retailers HMV, Carpetright, Oddbins, Mothercare and House of Fraser.”
The list, hosting some of the biggest businesses in the UK landscape, also features names such as Macmillan Cancer Support and Cancer Research UK, marking an increased interest and sensibility from the UK public to one of the deadliest conditions in Britain. Lego, on the other hand, dominates the overall consumer Superbrands list, becoming the UK’s number one brand for two years in a row.