Magazine article Marketing

British Brands Improve UK Reach despite Pressure of Global Rivals

Magazine article Marketing

British Brands Improve UK Reach despite Pressure of Global Rivals

Article excerpt

Over the past year, British-based online brands have consolidated their position in the top 25 ranking of UK domains.

In October 1999, Freeserve.com topped the list of locally based online brands, and held off global competition to be the second-most frequently visited domain for UK at-home usage behind Yahoo.

Freeserve's overall ranking may have dropped over the 12-month period from second to third, but its percentage reach over the UK at-home audience has remained consistent, around 33%, as the UK audience has grown by three million.

Three other British-based brands have also performed consistently. BBC.co.uk has levered its high brand awareness to be a regular feature in the top ten, while Demon and Virgin have also secured regular monthly audiences.

BT has often been criticised in the media for not formulating its internet strategy effectively. In October 1999, it didn't occupy a single place in the top 25 rankings, but now seems to have answered its critics and has three separate places in the corresponding table for September 2000, with BTInternet. …

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