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iPlayer top UK brand

Topping a poll of ‘good’ brands for 2012 was the BBC iPlayer with a score of 30, followed by department store John Lewis at 24.6 and Amazon in third with 24.1.

BrandIndex pollsters questioned a different set of 2,000 people every day, asking whether they had heard anything positive or negative through advertising, the media or word of mouth about a whole host of brands, to calculate a daily score.

Director Sarah Murphy said: “Amazon had a score of 32.1 last year, so a fall of eight points is a statistically significant drop for them. What we’d attribute that drop to would be the recent tax avoidance debate.” Last year, Google came fourth in the list, with a score of 26.7, but in 2012 it dropped 15 points after changing its privacy policy and sparking a European investigation.

Apple’s reputation also took a hit, with anger over its new mapping software, an underwhelming iPhone 5 launch and protracted legal battles with rival Samsung. It had been sixth in the 2011 list with a score of 24.6, but it fell to 15 points in 2012. However, its iPad did well individually, with a score of 20.2 thanks to the popular launch of the iPad mini.

The BBC suffered from the Jimmy Savile scandal, although individual parts of the corporation maintained a strong score.


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