Sports Direct has been named the most improved global brand in the YouGov BrandIndex in July.
The sports retailer has been attempting to reinvent itself under its new “elevation strategy”, led by Michael Murray, and opened a new look store in Thurrock that aims to offer “the ultimate shopping destination for the lifestyle consumer, spanning football boots all the way to luxury fashion”.
The YouGov ranking, which is based on more than 6 million “interviews” over the 12 months to the end of June, shows Sports Direct’s score has improved by 6.2 points. However the sports retailer is still in negative territory, moving from -12.4 to -6.2.
YouGov said that while in the past Sports Direct has often garnered negative press, the retailer has enjoyed a period out of the headlines and its Index score has returned to mid-2016 levels.
Murray said: “This is the third independent index to recognise our progress, giving further evidence that our multi-channel elevation strategy is gaining momentum. We are determined to become the ultimate sports and lifestyle retail destination.”
Primark has also made a notable leap in the past year, moving from having negative brand health to positive. Its Index score improved from -0.9 to +2.7 in the last 12 months, an improvement of +3.6.
The survey also assessed annual brand health, taking into account perceptions of a brand’s quality, value, impression, satisfaction, reputation and whether consumers would recommend the brand to others.
John Lewis came top of the list with 41.9 points, while Marks & Spencer came third with 39 points.