Many of the UK’s most valuable brands failing to justify their price
The UK’s most valuable 75 brands, as ranked by Kantar, have again seen their collective value decline, with almost one in three being predicted as unlikely to grow next year.
Many of the UK’s biggest brands are failing to justify their price positioning, according to new data.
Recent years of high inflation prompted many brands to make price increases as costs rose. While inflation has begun to normalise, prices have not materially decreased, meaning consumers are still paying more than they would have a few years ago.
Justifying a price premium is often seen as one of the central functions of brand, yet data from Kantar suggests that two in five of the UK’s biggest brands aren’t seen positively enough to justify charging a higher-than-average price for their category.
The data comes from Kantar’s UK BrandZ ranking, which looks at the value of the top 75 brands in the market. While this ranking is full of the best-known British names, the fact more than a third cannot justify their price premium raises questions about the health of their brands.
