How we derived the top 100 brands

The central pillar running through the heart of our approach is to identify the brands that matter most to consumers. With this in mind, we developed a master brand list based on three data streams that speak to the different types of relationships that consumers have with a brand.

  1. The nation’s favourite brands

The first data stream was a nationally representative study of the nation’s favourite brands – each consumer was invited to spontaneously type in their top 10 favourite brands. We collated 11,795 responses from our sample of 1,990 UK consumers and identified the top 200 brands mentioned

2. Social media velocity

We measured total social media engagements with content mentioning the brand on UK websites over a 12 month period.

3. Brand revenue

We collated publicly available revenue figures for each of the top 200 brands

By synthesising all three data sources and applying a rank order, we established how each brand performs on three different consumer metrics:

  • The brands consumers think about

  • The brands consumers talk about

  • The brands consumers buy


How we ranked the top 100 brands

Once we established the top 100 brands we conducted a nationally representative study among 4,000 UK consumers. Based on our experience of evaluating brands using our MCB Index methodology, we know what makes a brand matter to consumers.

We therefore based the Most Connected Brands Index score on five key measures:


The brand’s presence and scale


The brand’s unique identity and ability to set trends

Emotional Connection

The brand’s ability to form emotional relationships


The brand’s dynamism and momentum


The brand’s social traction

How we statistically linked the measures to what matters

To ensure that our index was statistically robust and proven to relate to what truly matters to consumers we ran a number of statistical analyses.

Firstly, regression analysis was used to select the variables which are significant in driving brand strength. Then correlation analysis was used to create the weights for the selected variables.

The derived Most Connected Brands score was calculated as a weighted average of these variables. These scores were then indexed on the average, providing a ranking of all the brands included in the study.

A note on the overall ranking

Whilst brands may have the same overall MCB Index score, the ranking has been derived from the specific, non-rounded, decimal place data.


Uncovering rich insights behind the rankings

  • Brand consideration and likely future usage

  • Satisfaction

  • Recommendation

  • Delivery on needs

  • Value for money

  • Social responsibility

  • Brand imagery

Alongside secondary research, this allowed us to explain why each brand appeared in our list and areas they can target for future improvement.

Our final diagnostic was to use our unique emotive framework. Based on psychological theory and neuroscience, we have developed an emotive framework to assess the emotional response to a brand. The questions are timed allowing us to identify what consumers think consciously and subconsciously about each brand.