Nokia Top Commercial Brand in the UK

A survey by the UK brand consultancy, 35 Communications has reported a 10-ten of UK brands, which put Nokia at position 2 - and the top commercial brand-name. Nearly one third of UK consumers distrust organisations. 35 asked them if they lost their wallet would 'brand X' return it. While 58% thought they would have it returned, 27% said 'no' based on their perceived lack of trust or confidence in the organisation.

The report found that in finance, travel and telecoms, consumer trust ratings are high (between 60 and 70%). 59% of consumers feel they are treated like adults, but 41% feel they are patronised or insulted by brands. In only a third of situations do consumers expect organisations to show real interest in issues that they have with them. In a significant minority, 17% of the brands surveyed are perceived to show no interest.

Says Thom Newton of 35 Communications: "The questions were designed to probe key factors such as trust, reliability, responsiveness, customer relationships and appeal - the components that determine the reputation of an organisation.

"For the survey, 35 chose only key business sectors that feature in the daily lives of British consumers: insurance/pensions, banks, telecoms, travel, transport, public sector and energy.
Into the mix, we added Citizens Advice. We felt the organisation was an anomaly, there to advise you when you're in need. If Citizens Advice performed well in the survey, this would further validate its integrity."

The Top 10 Most Liked Brands and Organisations:

1. Citizens Advice (volunteer group)
2. Nokia
3. Churchill (car insurance)
4. Scottish Widows (personal finance)
5. Nationwide (bank)
6. Virgin Trains (transport)
7. Standard Life (personal finance)
8. Thomas Cook (travel)
9. Prudential (personal finance)
10. British Airways (travel)

The Least Liked Brands and Organisations:

1. Local council (government)
2. Transport for London (public transport)
3. Thames Water (utility provider)
4. The Home Office (government)
5. London Underground (public transport)
6. BG (formerly British Gas) (utility provider)
7. HM Customs & Revenue (government)
8. Ryanair (transport)
9. DTI (government)
10. Npower (utility provider)