Brand Personalities of 2010

Liberal Democrats: No More Mr Nice Guy? Decision Technology's 2010 Brand Personality Survey Reveals All

LONDON, December 21, 2010 - Decision Technology's sixth annual survey of over 1,500 consumers and 124
brands, using a unique method adopted from experimental psychology, reveals
who the UK public see as the most honest, innovative, prestigious, powerful,
and green brands of 2010.

Some of the highlights from this year's Brand Personality survey include:

    - Previously seen as more honest than other political parties, the
    Liberal Democrats are now perceived to be as dishonest as the
    Conservatives yet still less powerful than Labour

    - Following the controversy surrounding the awarding of the 2018 World
    Cup, FIFA is the least honest brand in 2010; Amazon is the most honest
    brand for the third year in a row.

    - Mercedes-Benz retains its top spot as the most prestigious brand,
    followed by Oxford University and Cambridge University; the Sun newspaper
    is the least prestigious.

    - Microsoft and Tesco maintain their positions as the most powerful
    brands in the UK.

    - Charities are the greenest brands while Airlines and oil firms make up
    most of the bottom 10.

The personality of each brand is measured using an advanced and objective
methodology involving the rating of each brand across 45 different
adjectives. The ratings are then combined using statistical models to
determine the personality of each brand on five key aspects. The annual
survey has been running since 2005 and results have previously been featured
on Sky News and the BBC.

Commenting on the findings, Decision Technology director Dr Rich Lewis
said, "This year's survey shows some fascinating contrasts. On the one hand,
brand personalities seem hard to change once established in people's minds,
with strong brands like Amazon, Microsoft and Mercedes-Benz maintaining their
grip on the top spots. On the other hand, as the Lib Dems and FIFA have found
to their cost, broken promises and bad press do cause people to re-evaluate
their opinions."

About Decision Technology

Decision Technology Ltd. is a part-academic, part-commercial research
group dedicated to the study of human decision-making. For more information,
visit www.dectech.org

Further Information

For more results and background information visit
www.dectech.org/brand2010

Contact Rich Lewis, Decision Technology at +44(0)7817-267154 or
r.lewis@dectech.org

Contact Rich Lewis, Decision Technology at +44(0)7817-267154 or r.lewis at dectech.org