British Parliament Less Trusted Than British Telecom?

Decision Technology's Brand Personality Survey 2009 Reveals All

LONDON, December 21 - Decision Technology's fifth annual survey of over 1,400 consumers and 120
brands, using a unique method adopted from experimental psychology, has
revealed the UK's most honest, innovative, prestigious, powerful, and green
brands of 2009.

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

    - Amazon retains its top spot as most honest brand; the Labour Party is
      least honest, coming in just behind the Sun newspaper and the British
      and European Parliaments.

    - After the controversy over France's defeat of Ireland in their World
      Cup qualifier, FIFA also appear in the list of ten most dishonest
      brands.

    - Google is the most innovative brand; the list of least innovative
      brands is dominated by political parties and institutions such as the
      Bank of England and the UN.

    - Mercedes-Benz and Cambridge University are the most prestigious brands;
      the Sun newspaper, Primark, Lidl, and Ryanair are least prestigious.

    - Microsoft and Tesco maintain their position as the UK's most powerful
      brands; the Liberal Democrats have the least powerful brand of 2009.

    - Body Shop is the greenest brand of 2009; the four least green brands
      are all airlines.

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 survey has
been running for five years but this is the first public release of the full
survey findings.

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/brand2009

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