Insights into the Impact of Royal Warrants on Brand Perception
UK consumers show awareness and familiarity with Royal Warrants, linking them to brands across various industries. Brands holding Royal Warrants are perceived as reputable, British, premium, and trustworthy. Having a Royal Warrant boosts perceptions of luxury, success, and style, leading to increased reputation and willingness to pay more for products. The study delves into the impact of Royal Warrants on the Auto, Apparel, and Alcohol sectors, highlighting their influence on brand value and consumer behavior.
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The Power of Royals Brand Finance April 2023 1.
Project context & method Why? Project background Who? Target audience How? Method What? Key questions 35 question, online quantitative survey: c.10 minutes to complete 903 UK residents, sample matched to National Representation in terms of core demographics (Age, Gender, Region etc.) c.300 respondents were asked about each industry. Fieldwork conducted April 19th 24th, 2023 Investigating: Awareness and familiarity with Royal Warrants, and brands which currently hold them Impact of Royal Warrants on brand perceptions and value Brand Finance wanted to better understand awareness, familiarity and impact of Royal Warrants on perceptions and value for products in Auto, Alcohol and Apparel Industries. We invited a UK nationally representative audience to participate in this insights project. In places we compare results to a UK Audience Control Group who have not been asked about Royal Warrants. This information is collected within the Brand Finance Global Brand Equity Monitor survey and have robust base numbers in excess of 150. 2.
Executive Summary 62% of the UK public are aware of Royal Warrants, with 36% indicating they are familiar with what they are. Spontaneously, UK consumers identify that Royal Warrants are attached to different types of brands and products, from everyday staples like Heinz, Cadbury and Kellogg's, to high end brands (Fortnum & Mason, Harrods) and services (Royal Mail, BT) Royal Warrants show an ability to reinforce and build associations, particularly Britishness, as well as perceptions of being reputable, premium, high quality and trustworthy Comparing those who are made aware that specific Automobile brands have Royal Warrants versus those who are not explicitly told, we see an uplift in perceptions of the brand / product being luxurious (+14%), a symbol of success (+9%) and stylish (+6%) Having a Royal Warrant also improved reputation for Auto (+1%), Apparel (+1%) and particularly Alcohol brands (+8%). The uptick in reputation for Alcohol translates to much higher levels of brand consideration (+15% on average) Asked directly, many members of the public consciously indicate they would be willing to pay more for a brand with a Royal Warrant across industries: 12% would pay more for Auto brands with a Royal Warrant; 14% for Apparel brands; and 24% for Alcohol brands Base: UK Nationally Representative Sample n=903 3.
We investigated the impact of Royal Warrant associations across 3 key sectors Sector Specific Insights Intro UK Nationally Representative Audience Autos Apparel Alcohol Base: UK Nationally Representative Sample n=903 4.
62% of the UK public are aware of Royal Warrants, with 36% indicating they are familiar with what they are Awareness and Familiarity with Royal Warrants UK Nationally Representative Audience 62% Awareness 9% 38% 27% 36% Familiarity 26% Do not know it Know it a little Know the name only Know it well Q. To what extent are you familiar with the Royal Warrants? Base: UK Nationally Representative Sample n=903 5.
UK consumers identify that Royal Warrants are attached to different types of brands and products, from everyday staples to high end offerings Brands Spontaneously Associated with Having Royal Warrants UK Nationally Representative Audience Iconic Luxury Consumer Staples Privatised Public Services Q. What are the brands do you recall having a royal warrant? Base: UK Nationally Representative Sample n=903 6.
Royal Warrants show an ability to reinforce associations of Britishness, as well as perceptions of being premium, high quality and trustworthy Royal Warrant Associations UK Nationally Representative Audience British heritage 54% Trustworthy 42% Superior Quality 42% Strong reputation 37% Premium Brand 36% A symbol of success 34% Traditional/ old fashioned 28% Luxurious product 24% Expensive 23% Stylish 10% Innovative 7% Cool 6% Q. What comes to your mind when you see a product or service that has received a royal warrant ? Base: UK Nationally Representative Sample n=903 7.
For Automobiles, Royal Warrant endorsement helps to build perceptions of the brand / product being luxurious, a symbol of success and stylish Royal Warrant Association Impact for Automobile Sector UK Nationally Representative Audience Luxurious Luxurious +14% A symbol of success A symbol of success +9% Stylish Stylish +6% +2% Cool +1% Genuinely offers something different +1% Good range of products to choose from +1% Committed to supporting communities and wider society +1% Great customer service +0% Is professionally, ethically, and responsibly managed -0% Excellent website -1% Puts their customers first -1% Fun Innovative Innovative Modern -2% -2% Modern Great value for money Great value for money -3% Q. Which attributes are more associated with Royal Warrant Holders in the automobile industry? Base: UK Nationally Representative Sample n=301; Control Group n=varies 8.
Brand reputation improves when consumers are aware that a brand has a Royal Warrant, particularly for alcohol brands Royal Warrant Impact on Brand Reputation UK Nationally Representative Audience Control Sample Aware of Royal Warrant +8% +1% +1% Reputation Score /10 Autos Apparel Alcohol Autos Apparel Alcohol Q. Out of 10, how good is the reputation of the brands listed below? Base: UK Nationally Representative Sample n=903 (301 per sector); Control Group n=varies 9.
Consideration increases when consumers are aware an alcohol brand holds a Royal Warrant Royal Warrant Impact on Consideration of Alcohol Brands UK Nationally Representative Audience 92% 90% 84% 83% 83% 83% 83% 81% 15% Average Increase In Consideration 80% 76% 69% 64% 63% 61% Aware of Royal Warrant Control Sample Moet & Chandon Tanqueray Bacardi Johnnie Walker The Famous Grouse J&B Dewar's Q. Out of 10, how good is the reputation of the brands listed below? Base: UK Nationally Representative Sample n=301; Control Group n=varies 10.
With Royal Warrants showing the ability to build brand perceptions of being premium, quality etc., they can increase the perceived value of a brand Royal Warrant Impact on Willingness to Pay More for Brands UK Nationally Representative Audience 24% % of UK Consciously Willing to Pay More for Brands that have a Royal Warrant 14% 12% Autos Apparel Alcohol Apparel Autos Alcohol Q. Would you pay more for a brand if it had a royal warrant? Base: UK Nationally Representative Sample n=903 (301 per sector) Control Group n=varies 11.
