PlayStation is the third most-recognized brand in the UK Nintendo and Xbox at 11 and 17, respectively; Apple takes top spot

Rebekah Valentine Senior Staff Writer Friday 14th September 2018 Share this article Share

Prophet's Brand Relevance Index for 2018 has just been published, revealing that PlayStation has jumped six places from its spot at #9 last year to be the third most-relevant brand in the UK. It was beaten only by Apple at #1 and Lego at #2.

Brand and marketing consultancy Prophet surveyed 11,500 consumers in the UK about 240 brands across 27 categories to come up with its relevancy rankings. PlayStation's third-place spot puts it as the only gaming-focused company in the top 10, though other companies with video game-related initiatives scored highly, including Apple in the top spot and other companies such as Google (#4), Amazon (#8), and Android (#10).

Nintendo ranked at #11, two spots higher than last year with the continued success of the Nintendo Switch. Xbox, meanwhile, dropped six spots to #17 as PlayStation has continued to pile on new console-exclusive announcements and releases.

"Our 'For The Players' customer centric focus means we continue to develop award-winning content such as Spider-Man, Horizon Zero Dawn and God of War, all of which are only available on PlayStation," said Usama Al-Qassab, PlayStation VP of marketing. "Exclusive content is married with investment in innovative new ways to play such as 4K HDR, VR, PlayLink, PS Now - our streaming platform - and our community, PS Plus. This enables players to compete or co-operate with one another and enjoy a unique, instant and immersive experience every day so PlayStation can remain the best place to play."

The results of brands in the US have also been published, though gaming had a much more muted presence in that list. In a survey of 12,694 customers on 299 brands, Apple still took the #1 spot. However, the first console brand is PlayStation at #13, and Xbox is down at #25. Nintendo is not listed in the US survey result, though Electronic Arts is at #34.