The UK Independence Party has one the best ‘brands’ in Britain, ranking them alongside companies such as Apple and Coca Cola, and charities such as the Red Cross, according to a major marketing survey.
The ‘Storytelling Survey’ by firm Aesop also found the UKIP brand to be more popular among the British public than companies such as Facebook, Guinness, John Lewis and KFC, and ranked them as the most popular political party by some distance.
The survey asked 2,000 people to associate different brands with a variety of questions, and then ranked those brands according to how many people chose them. UKIP did especially well terms of which brands people have a “clear opinion” of, finishing second behind Apple and ahead of the Macmillan cancer charity, the Cadbury chocolate company and Coca Cola,
When asked which brands have a “clear purpose and vision”, the party was ranked seventh, making it the only political party to finish within the top ten, and putting it among charities such as Oxfam and Cancer Research.
People are also very “intrigued” to know what UKIP will do next, with the party ranked second out of all brands in terms of interest in future plans. The only brand to perform better by this measure was Apple.
The combined results mean that UKIP are by far the most popular British political party in terms of brand recognition. Out of all brands from across sectors such as retail, social media, charities and airlines, the party was ranked 11th. The next most popular party were the Greens, who were ranked some distance behind on 64th. The Labour party could only manage 74, while the governing Conservative Party did even worse, at 89. The worst performance, however, was by the Liberal Democrats, who were ranked 93rd.
Management Today quotes Aesop’s director, Ed Woodcock, as saying: “UKIP has rocketed into public consciousness over the last few months. Partly because of the airtime the party has been given and partly because the UKIP story is, in pure narrative terms, a good one.
“It has a strong central character (Nigel Farage) and very clear bogeymen (the political establishment and Brussels) whom they blame for rampant immigration and disorientating change.”