According to data from the latest Island Global Research Brand Reputation Index, people in the Channel Islands feel most positive about Waitrose and Marks & Spencer.
The Index measures the reputation of selected organisations in Guernsey and Jersey and monitors which brands resonate most with island residents. The latest data was collected in April 2023.
IGR Brand Reputation Index asks respondents which organisations operating in their island they feel generally positive about.
Supermarkets topped the poll. A large number of people tend to have relatively frequent interactions with retail brands like these, which may explain why people are more likely to feel strongly about them.
The top five brand perceptions in Guernsey and Jersey are:
| RANK | GUERNSEY | JERSEY |
|---|---|---|
| 1 | Waitrose | Waitrose |
| 2 | Guernsey Post | Jersey Dairy |
| 3 | Marks & Spencer | Marks & Spencer |
| 4 | Guernsey Dairy | Jersey Post |
| 5 | Specsavers | Ransoms Garden Centre |
Respondents were also asked what factors are most important to them when considering which brands they feel general positive about.
They were asked to rank the importance of the 7 aspects:
- Offers ‘good value for money’
- Is considered trustworthy
- Is associated with ‘good quality’
- Satisfies their customers
- Makes a positive contribution to the community
- Cares about the environment
- Is somewhere people feel proud to work
The survey found that value for money, trust and quality are the top 3 considerations amongst respondents, followed by customer satisfaction. Some of these factors will be more or less relevant, depending on the type of brand.
The contribution an organisation makes to the community, whether it is perceived to care about the environment and its reputation as an employer also impact how positively the majority of respondents feel about a brand, but to a lesser extent.
