Posted on 09/20/2009 7:15:10 PM PDT by Saije
FAST food giant McDonald's has been named as Britain's most-hated brand in a new survey by marketing experts. The American burger chain – unpopular with 46 per cent of consumers – topped a list of the least-liked brands which featured some of the country's biggest names.
Tesco was second most hated in the poll for Marketing magazine, followed by Coca-Cola and the discount fashion chain Primark.
However, the research showed some of the most well-known brands also attracted consumers in equal measure.
Tesco and Coca-Cola were also voted Britain's sixth and seventh most loved brands respectively.
Both were more loved than hated, with 66 per cent backing for Tesco and 51 per cent for Coca-Cola. McDonald's attracted 36 per cent support.
Brand experts said dislike of McDonald's derived from health concerns and its market dominance.
Charlie Robertson, of Glasgow's Red Spider brand consultancy, said: "People are worried about growing obesity and fast food, while they also dislike McDonald's for its bland Americanising of the high street."
However, he said polarised opinion over major brands – the so-called "Marmite effect" – was simply because they were so high profile. He said: "If you are big, you are going to attract more negative opinion."
Marketing said the most hated brands were typically seen as being of poor quality and value for money, unreliable, and having irritating advertising.
Primark and Nestle were singled out for their perceived poor ethical record, over sourcing and marketing in poor countries. Sky and BT were seen as providing services that consumers were more likely to have a strong opinion about when things went wrong.
The brands topping the most-loved list made popular "comfort" products – such as Cadbury for its chocolate and Heinz for soup and baked beans.
(Excerpt) Read more at thescotsman.scotsman.com ...
Krystals are better. :D
Surprised they didn’t mention Burger King. On a trip to Britain a few years ago, I observed many BK outlets. Their slogan: Why eat like a clown when you can eat like a king?
A dump? Really? My Brit in-laws shop at Tesco on a regular basis. They looked pretty clean to me. Can't say anything about the American equivalent.
I can think of one German food invention which I actually like— sauerkraut. I still can’t think of one English food invention which I couldn’t live without. That is, unless, they invented boiling water— as I suspect could be the case.
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365black.com is racist.
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