UK Brand Preference Index 2025

Which brands actually matter most to customers?

Measuring brand preference is difficult. Looking solely at sales is a good way to miss key factors like sentiment and loyalty. Prioritise customer satisfaction, and commercial performance takes a backseat. Whichever way you cut it, current approaches are flawed.

In 2025, dunnhumby will launch its first ever Brand Preference Index (BPI) for the UK—and in this exclusive feature, we find out how the BPI will help Britain’s brands get a better view of their place in the world.

Register your interest now to receive the report directly upon publication.