* Research conducted by YouGov found LV= in the top position on the BrandIndex Recommend measure when assessing the data collected between 1st April 2017 and 31st March 2018.
All data was collected using an online survey and respondents are members of the YouGov panel. The 26,217 strong research sample for this study was sampled and weighted to a UK nationally representative 18+ adult profile.
The Recommend metric measures a consumer’s willingness to recommend a brand, hence the ambassadors and equity destroyers of the brands: Which of the following financial institutions would you recommend to a friend or colleague? / And which of the following financial institutions would you tell a friend or colleague to avoid?