Commenting on the research, Amelia Brophy, Head of UK Data Products said: “Yet again Heinz proves they know the power of a heritage brand and clever marketing in order to take first place in our 2020 Women’s Rankings. Their 150th birthday marketing campaign drew attention to the brands longevity and played on customer’s nostalgia of purchasing the brand’s products throughout their lives – a powerful marketing tool.
Netflix and Uber are among the most improved brands according to surveyed women.
Brophy added: “The two brands which have seen the highest improvements in perception among women are both companies which challenged a well-established industry. Netflix’s high placing demonstrates the brand’s continued astronomical climb from small brand to main-staple streaming platform over the years.
“Uber’s second-place suggests their continued focus on changes made to confront safety issues within their business has been recognised by women.”
IKEA (55.9) and Boots (55.1) take second and third place, with IKEA overtaking Boots with a 3.7 point increase. Similarly Marks & Spencer (52.8) also overtakes John Lewis (52.7) to take fourth place with a 1.4 point increase on 2019.
