Which categories AI wants most

AI describes universities brands with the most desire (119 against the index average) and energy suppliers brands with the least (80). A category's number is the average of its own brands, indexed the same way they are.

#	Category	Desire	Attraction	Affinity	Attachment	Most desired brand	Brands
1	Universities Education	119	122	124	106	University of Oxford 126	7
2	Fragrance & Beauty Luxury	117	121	119	111	Hermès 126	41
3	Watches & Jewellery Luxury	113	121	117	101	Patek Philippe 122	26
4	Champagne & Cognac Luxury	112	114	120	102	Ruinart 121	18
5	Budgeting & Bookkeeping Apps Technology	111	115	111	109	Monarch Money 125	17
6	Fashion & Leather Goods Luxury	111	115	113	103	Hermès 129	41
7	Productivity Apps Technology	111	110	113	112	Todoist 122	32
8	Running Shoes Sport	108	111	110	105	Adidas 111	8
9	Cloud Storage & Web Hosting Technology	107	108	103	107	Cloudflare 126	66
10	Video Games Entertainment	106	109	106	102	Steam Deck 115	8
11	Private Healthcare Health	105	106	107	102	Cleveland Clinic London 115	31
12	Soft Drinks Drink	105	106	108	100	Dr Pepper 124	41
13	Budget Gyms Sport	104	106	106	101	David Lloyd Clubs 112	10
14	Payments & BNPL Finance	104	106	100	105	Apple Pay 121	24
15	Investment Platforms Finance	103	104	101	103	eToro 116	39
16	Job Boards Professional	103	103	103	103	LinkedIn 122	40
17	Online Learning Education	103	104	101	102	Duolingo 122	57
18	Pet Insurance Pets	103	101	102	103	Petplan 112	6
19	Security Software & VPNs Technology	103	103	102	102	1Password 122	52
20	Broadband Telecoms	102	104	100	101	EE 115	13
21	Business Banking Finance	102	104	96	104	Ramp 121	44
22	Digital Current Accounts Finance	102	105	98	102	Monzo 118	39
23	Property Portals & Agents Property	102	101	98	104	Rightmove 105	6
24	Smartphones Technology	102	106	99	100	Apple 119	23
25	Dental Care Health	101	103	101	99	Bupa Dental Care 107	33
26	Dermatological Skincare Beauty	101	94	102	110	Paula's Choice 115	33
27	Fashion & Clothing Retail	101	98	102	103	John Lewis 116	7
28	Haircare Beauty	101	99	101	106	Kérastase 116	35
29	Long-Haul Airlines Travel	101	103	102	98	Qatar Airways 118	26
30	Luxury SUVs & 4x4s Automotive	101	108	103	93	Rolls-Royce 115	26
31	Betting & Gaming Entertainment	100	101	100	98	bet365 121	26
32	Chocolate Food	100	97	100	104	Lindt 112	26
33	Conveyancing, Wills & Probate Professional	100	99	97	101	Farewill 119	48
34	Pet Care Pets	100	97	98	103	Butternut Box 122	41
35	Fitted Kitchens Property	99	95	101	102	DIY Kitchens 114	7
36	Food Delivery Food	99	98	96	102	Amazon Fresh 108	10
37	Household Cleaning Products Home	99	99	97	104	Ecover 109	26
38	Streaming Services Entertainment	99	99	101	98	BBC iPlayer 121	45
39	Fuel & EV Charging Energy	98	95	98	100	Tesla 114	40
40	Bed-in-a-Box Mattresses Home	97	98	94	98	Tempur 114	36
41	Car Insurance Insurance	97	96	97	97	AA 115	39
42	Credit Cards Finance	97	98	96	97	American Express 121	33
43	Mobile Networks Telecoms	97	96	99	96	Airalo 109	38
44	Electric Cars Automotive	96	101	97	89	Porsche 112	35
45	Home Insurance Insurance	96	94	96	100	Chubb 116	38
46	Mortgages Finance	96	91	99	99	Monzo 112	34
47	Food-to-Go & Bakeries Food	95	90	94	99	Tesco 104	21
48	Laptops Technology	95	99	94	90	Apple 118	26
49	Marketplaces & Resale Retail	95	95	95	96	StockX 111	26
50	Pain Relief Health	95	88	94	103	Calpol 108	41
51	Consumer Electronics & Appliances Retail	94	92	93	97	Apple 121	25
52	Furniture & Homeware Home	93	89	93	95	IKEA 108	25
53	Life Insurance Finance	93	90	95	96	Vitality 115	30
54	Package Holidays, Cruises & Tours Travel	93	91	94	94	Viking 108	26
55	Parcel Delivery Retail	92	91	89	94	Royal Mail 112	24
56	Price Comparison Sites Finance	92	88	89	100	Money Saving Expert 107	11
57	Discount Stores Grocery	90	85	91	96	B&M 104	26
58	Pensions Finance	90	86	94	92	Aviva 91	5
59	Vitamins & Supplements Health	90	88	95	88	Optimum Nutrition 101	40
60	Budget Hotels Travel	88	82	90	95	Premier Inn 98	5
61	Opticians & Eyecare Health	88	85	90	89	Specsavers 99	14
62	Supermarkets Grocery	82	78	80	87	Marks & Spencer 105	21
63	Energy Suppliers Energy	80	80	84	77	Octopus Energy 102	18

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board.

Home

Bed-in-a-Box Mattresses edition ▶upset

Tempur holds the strongest desire profile in bed-in-a-box mattresses — magnetic but unbought. The brand AI names most often is DreamCloud, not the category's market leader. Across these brands, attachment tracks being named most closely (rho 0.59, 36 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Tempur	125	114	103	Magnetic but unbought	2%
2	Simba	122	107	105	Complete desire	13%
3	Hypnos	113	125	100	Quietly trusted	2%
4	Harrison Spinks	116	121	101	Quietly trusted	0%
5	Vispring	115	121	94	Magnetic but unbought	2%
6	Shark	112	97	104	Performance brand	0%
7	John Lewis	97	115	108	Quietly trusted	2%
8	Helix	112	97	107	Performance brand	3%
9	Nectar	104	98	105	Performance brand	10%
10	Sealy	103	101	101	Category default	2%
11	IKEA	94	105	105	Habit, not love	3%
12	Emma	101	92	103	Habit, not love	13%
13	DreamCloud	101	94	100	Magnetic but unbought	15%
14	Eve Sleep	103	92	98	Magnetic but unbought	2%
15	Panda London	99	98	97	Category default	0%
16	Winkbed	101	92	97	Magnetic but unbought	2%
17	Silentnight	91	99	101	Habit, not love	5%
18	Dreams	91	99	101	Habit, not love	3%
19	Otty	101	87	97	Magnetic but unbought	2%
20	Brook+Wilde	99	89	94	Magnetic but unbought	0%
21	Dormeo	97	92	96	Magnetic but unbought	3%
22	Bensons for Beds	90	98	100	Habit, not love	3%
23	Noa Home	97	89	96	Magnetic but unbought	0%
24	Brooklyn Bedding	97	87	100	Habit, not love	2%
25	Sleepeezee	91	98	94	Loved, not chosen	0%
26	origin	93	85	94	Fading	2%
27	Tuft & Needle	91	89	97	Habit, not love	2%
28	Happy Beds	84	87	100	Habit, not love	0%
29	Dusk	90	80	101	Habit, not love	2%
30	CoolNest	99	82	92	Magnetic but unbought	0%
31	ErgoFlex	88	85	90	Fading	0%
32	Kally Sleep	84	80	93	Fading	0%
33	Bear	84	82	89	Fading	2%
34	SNOOZLE	84	75	89	Fading	0%
35	Gents	70	71	80	Fading	0%
36	Rizzy	74	70	79	Fading	0%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 36 bed-in-a-box mattresses brands, measured across 60 AI answers in the latest weekly run.

Entertainment

Betting & Gaming edition ▶

bet365 holds the strongest desire profile in betting & gaming — complete desire. Across these brands, attachment tracks being named most closely (rho 0.82, 26 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	bet365	125	116	118	Complete desire	28%
2	Sky Bet	117	111	114	Complete desire	22%
3	Paddy Power	123	111	110	Complete desire	18%
4	Betfair	116	108	107	Complete desire	8%
5	Ladbrokes	106	112	107	Complete desire	5%
6	Unibet	110	111	107	Complete desire	2%
7	LeoVegas	113	102	105	Performance brand	2%
8	Entain	109	108	103	Magnetic but unbought	8%
9	William Hill	104	112	104	Complete desire	12%
10	Flutter Entertainment	107	104	101	Magnetic but unbought	20%
11	Coral	103	111	105	Quietly trusted	3%
12	Kindred Group	103	108	101	Quietly trusted	2%
13	Tote	96	104	96	Loved, not chosen	2%
14	TalkSPORT Bet	101	97	97	Category default	0%
15	SpreadEx	101	94	93	Magnetic but unbought	0%
16	Bwin	99	99	94	Magnetic but unbought	0%
17	Grosvenor Sport	94	101	96	Loved, not chosen	0%
18	IG Index	97	98	89	Loved, not chosen	0%
19	Betway	91	92	97	Habit, not love	2%
20	BoyleSports	90	99	96	Loved, not chosen	2%
21	Casumo	99	87	92	Magnetic but unbought	3%
22	Mr Green	93	91	89	Fading	0%
23	BetVictor	86	91	92	Fading	0%
24	Evoke	88	87	89	Fading	0%
25	888sport	86	91	90	Fading	0%
26	Flansburgh	67	62	67	Fading	0%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 26 betting & gaming brands, measured across 60 AI answers in the latest weekly run.

Telecoms

Broadband edition ▶upset

EE holds the strongest desire profile in broadband — complete desire. The brand AI names most often is Virgin Media, not the category's market leader. Across these brands, affinity tracks being named most closely (rho 0.47, 13 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	EE	120	114	110	Complete desire	25%
2	Sky	119	115	108	Complete desire	38%
3	Zen Internet	112	111	111	Complete desire	3%
4	BT	106	112	104	Complete desire	42%
5	YouFibre	113	92	107	Performance brand	8%
6	Community Fibre	112	104	100	Magnetic but unbought	17%
7	Virgin Media	109	102	98	Magnetic but unbought	45%
8	Vodafone	99	98	100	Category default	30%
9	Gigaclear	104	92	97	Magnetic but unbought	8%
10	Hyperoptic	101	95	97	Magnetic but unbought	13%
11	CityFibre	99	89	97	Magnetic but unbought	8%
12	Plusnet	83	85	100	Habit, not love	13%
13	TalkTalk	80	84	87	Fading	17%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 13 broadband brands, measured across 60 AI answers in the latest weekly run.

Sport

Budget Gyms edition ▶upset

David Lloyd Clubs holds the strongest desire profile in budget gyms — quietly trusted. The brand AI names most often is The Gym Group, not the category's market leader. Across these brands, attachment tracks being named most closely (rho 0.64, 10 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	David Lloyd Clubs	116	124	103	Quietly trusted	13%
2	Third Space	123	118	97	Magnetic but unbought	5%
3	PureGym	106	104	112	Complete desire	52%
4	Virgin Active	112	114	97	Quietly trusted	3%
5	The Gym Group	103	102	108	Habit, not love	85%
6	Gymbox	109	107	97	Magnetic but unbought	2%
7	JD Gyms	99	92	105	Habit, not love	18%
8	Nuffield Health	100	111	97	Quietly trusted	12%
9	Energie Fitness	99	92	105	Habit, not love	3%
10	DW Fitness First	90	99	92	Loved, not chosen	7%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 10 budget gyms brands, measured across 60 AI answers in the latest weekly run.

Travel

Budget Hotels edition ▶

Premier Inn holds the strongest desire profile in budget hotels — habit, not love. Across these brands, attachment tracks being named most closely (rho 1.00, 5 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Premier Inn	90	104	105	Habit, not love	38%
2	Travelodge	80	92	98	Habit, not love	35%
3	ibis	81	88	93	Fading	30%
4	Holiday Inn Express	81	89	92	Fading	12%
5	Point A Hotels	80	75	86	Fading	5%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 5 budget hotels brands, measured across 60 AI answers in the latest weekly run.

Technology

Budgeting & Bookkeeping Apps edition ▶upset

Monarch Money holds the strongest desire profile in budgeting & bookkeeping apps — complete desire. The brand AI names most often is Emma, not the category's market leader. Across these brands, attachment tracks being named most closely (rho 0.12, 17 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Monarch Money	126	128	122	Complete desire	5%
2	Landlord Studio	119	114	115	Complete desire	5%
3	Pie Tax	120	114	111	Complete desire	2%
4	Starling Bank	116	114	114	Complete desire	13%
5	Monzo	122	107	114	Complete desire	18%
6	TrySnowball	119	114	108	Complete desire	7%
7	YNAB	119	116	103	Magnetic but unbought	27%
8	WealthR	116	114	108	Complete desire	5%
9	Emma	116	105	110	Complete desire	38%
10	Moneyhub	115	107	110	Complete desire	7%
11	Snoop	110	114	108	Complete desire	30%
12	Arthur Online	112	114	104	Complete desire	3%
13	Re-Leased	112	114	104	Complete desire	3%
14	FreeAgent	109	104	105	Complete desire	15%
15	Hammock	113	99	105	Performance brand	5%
16	Money Dashboard	106	107	105	Complete desire	5%
17	Landlord Vision	101	114	104	Quietly trusted	5%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 17 budgeting & bookkeeping apps brands, measured across 60 AI answers in the latest weekly run.

Finance

Business Banking edition ▶upset

Ramp holds the strongest desire profile in business banking — complete desire. The brand AI names most often is Xero, not the category's market leader. Across these brands, affinity tracks being named most closely (rho 0.62, 44 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Ramp	130	107	119	Complete desire	2%
2	Stripe	128	111	114	Complete desire	8%
3	Wise	122	105	119	Complete desire	22%
4	Xero	120	105	115	Complete desire	43%
5	QuickBooks	116	111	114	Complete desire	40%
6	Starling Bank	116	101	116	Performance brand	40%
7	Monzo	117	98	111	Performance brand	30%
8	Revolut	122	94	108	Performance brand	27%
9	Airwallex	119	95	110	Performance brand	13%
10	Pleo	116	99	111	Performance brand	7%
11	Payhawk	116	97	111	Performance brand	0%
12	Mettle	110	99	112	Performance brand	17%
13	Qonto	116	97	108	Performance brand	0%
14	Float	113	97	110	Performance brand	5%
15	Fathom	113	98	107	Performance brand	5%
16	Payoneer	109	98	105	Performance brand	7%
17	Expensify	112	97	104	Performance brand	7%
18	Tide	109	92	107	Performance brand	30%
19	Sage	99	107	105	Quietly trusted	10%
20	ANNA Money	112	87	103	Magnetic but unbought	10%
21	Dext	109	92	104	Performance brand	3%
22	Virgin Money	97	107	103	Quietly trusted	3%
23	Spotlight Reporting	107	92	100	Magnetic but unbought	2%
24	Co-operative Bank	91	114	97	Quietly trusted	2%
25	Northone	106	89	100	Magnetic but unbought	0%
26	NatWest	93	105	100	Quietly trusted	23%
27	Lloyds Bank	91	105	100	Quietly trusted	17%
28	Atom Bank	101	97	97	Category default	0%
29	OakNorth	104	89	100	Magnetic but unbought	0%
30	Found	101	85	103	Habit, not love	0%
31	WorldFirst	94	92	105	Habit, not love	3%
32	Futrli	106	89	97	Magnetic but unbought	3%
33	Barclays	91	104	98	Quietly trusted	15%
34	HSBC	91	104	98	Quietly trusted	15%
35	CountingUp	99	85	103	Habit, not love	0%
36	OFX	91	92	103	Habit, not love	2%
37	Cashplus	91	89	97	Habit, not love	0%
38	Tyro Payments	91	85	97	Habit, not love	0%
39	Zoho Expense	91	85	97	Habit, not love	2%
40	Santander	83	99	94	Loved, not chosen	3%
41	Metro Bank	87	89	92	Fading	0%
42	Soldo	91	82	92	Fading	0%
43	BigTime	91	82	94	Fading	0%
44	Bindo	77	75	83	Fading	0%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 44 business banking brands, measured across 60 AI answers in the latest weekly run.

Insurance

Car Insurance edition ▶upset

AA holds the strongest desire profile in car insurance — complete desire. The brand AI names most often is Admiral, not the category's market leader. Across these brands, attachment tracks being named most closely (rho 0.72, 39 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	AA	113	118	114	Complete desire	7%
2	RAC	112	114	108	Complete desire	8%
3	Zego	116	99	108	Performance brand	7%
4	Aviva	106	111	105	Complete desire	13%
5	LV=	104	107	108	Complete desire	8%
6	Rooster	116	97	103	Magnetic but unbought	2%
7	Direct Line	109	104	103	Magnetic but unbought	10%
8	Marmalade	110	104	98	Magnetic but unbought	5%
9	NFU Mutual	97	114	105	Quietly trusted	3%
10	Cuvva	107	99	101	Magnetic but unbought	5%
11	Veygo	109	97	103	Magnetic but unbought	3%
12	Carrot	109	99	97	Magnetic but unbought	2%
13	ShortDrive	104	92	103	Magnetic but unbought	0%
14	AXA	99	104	103	Quietly trusted	5%
15	ingenie	106	99	97	Magnetic but unbought	3%
16	Dayinsure	101	92	103	Habit, not love	7%
17	Tempcover	101	92	103	Habit, not love	5%
18	Admiral	99	99	101	Category default	20%
19	Hastings Direct	99	98	101	Category default	15%
20	GoShorty	100	92	101	Habit, not love	5%
21	Saga	94	107	97	Quietly trusted	3%
22	Tesco Bank	94	99	100	Habit, not love	2%
23	Churchill	94	99	97	Quietly trusted	5%
24	John Lewis	94	104	94	Loved, not chosen	0%
25	Esure	97	92	97	Magnetic but unbought	2%
26	Marks & Spencer	91	104	94	Loved, not chosen	0%
27	More Than	91	92	97	Habit, not love	15%
28	Ageas	84	99	97	Quietly trusted	0%
29	Sheilas' Wheels	91	95	89	Fading	0%
30	RSA	84	97	89	Loved, not chosen	0%
31	Diamond	87	95	89	Fading	0%
32	Budget Insurance	84	89	94	Fading	0%
33	Elephant	84	95	89	Fading	2%
34	Bell	84	95	89	Fading	0%
35	Zenith	80	81	83	Fading	0%
36	Quote Me Happy	80	78	83	Fading	0%
37	Bluebird Insurance	77	81	83	Fading	0%
38	Performance Direct	77	81	83	Fading	0%
39	Square Insure	77	78	80	Fading	2%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 39 car insurance brands, measured across 60 AI answers in the latest weekly run.

Luxury

Champagne & Cognac edition ▶upset

Ruinart holds the strongest desire profile in champagne & cognac — complete desire. The brand AI names most often is Dom Pérignon, not the category's market leader. Across these brands, affinity tracks being named most closely (rho 0.65, 18 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Ruinart	125	128	107	Complete desire	10%
2	Hermitage	122	118	115	Complete desire	2%
3	Louis Roederer	123	128	97	Quietly trusted	13%
4	Dom Pérignon	123	128	96	Magnetic but unbought	25%
5	Bollinger	119	126	103	Quietly trusted	23%
6	Salon	128	128	86	Magnetic but unbought	12%
7	Jacques Selosse	128	124	87	Magnetic but unbought	2%
8	Veuve Clicquot	113	128	107	Complete desire	13%
9	Krug	122	125	96	Magnetic but unbought	23%
10	Laurent-Perrier	119	114	107	Complete desire	8%
11	Rémy Martin	109	121	115	Complete desire	12%
12	Martell	107	121	112	Complete desire	10%
13	Moët & Chandon	109	118	108	Complete desire	13%
14	Taittinger	110	119	105	Complete desire	12%
15	Hennessy	101	118	101	Quietly trusted	8%
16	Hine	99	109	103	Quietly trusted	5%
17	Camus	99	109	103	Quietly trusted	5%
18	ABK6	99	104	97	Quietly trusted	3%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 18 champagne & cognac brands, measured across 60 AI answers in the latest weekly run.

Food

Chocolate edition ▶

Lindt holds the strongest desire profile in chocolate — complete desire. Across these brands, attachment tracks being named most closely (rho 0.61, 26 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Lindt	115	115	108	Complete desire	28%
2	Hotel Chocolat	122	112	104	Complete desire	20%
3	Ferrero Rocher	112	109	107	Complete desire	3%
4	Cadbury	100	111	115	Habit, not love	33%
5	Toblerone	115	107	101	Magnetic but unbought	0%
6	Terry's	109	102	104	Performance brand	2%
7	Maltesers	97	104	114	Habit, not love	18%
8	Quality Street	99	107	107	Quietly trusted	8%
9	Green & Black's	104	108	96	Magnetic but unbought	0%
10	M&M's	94	97	107	Habit, not love	0%
11	Heroes	97	97	104	Habit, not love	33%
12	Kinder	96	98	107	Habit, not love	7%
13	Raffaello	103	98	98	Category default	2%
14	Thorntons	96	101	103	Habit, not love	5%
15	After Eight	99	99	101	Category default	7%
16	Celebrations	97	95	104	Habit, not love	17%
17	Milka	91	98	104	Habit, not love	2%
18	Galaxy	91	97	107	Habit, not love	23%
19	KitKat	90	98	107	Habit, not love	13%
20	Mon Chéri	96	95	93	Fading	0%
21	Mars	81	95	107	Habit, not love	13%
22	Twix	84	95	107	Habit, not love	17%
23	Bounty	86	94	105	Habit, not love	13%
24	Snickers	86	95	105	Habit, not love	17%
25	Guylian	91	95	92	Fading	2%
26	Nestlé	80	91	101	Habit, not love	7%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 26 chocolate brands, measured across 60 AI answers in the latest weekly run.

Technology

Cloud Storage & Web Hosting edition ▶upset

Cloudflare holds the strongest desire profile in cloud storage & web hosting — complete desire. The brand AI names most often is Google Drive, not the category's market leader. Across these brands, affinity tracks being named most closely (rho 0.62, 66 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Cloudflare	133	125	122	Complete desire	10%
2	Vercel	135	121	116	Complete desire	12%
3	Google Drive	120	125	123	Complete desire	53%
4	Netlify	130	118	116	Complete desire	10%
5	GitHub Pages	122	122	122	Complete desire	17%
6	AWS	123	121	116	Complete desire	8%
7	Nextcloud	128	121	114	Complete desire	3%
8	Proton Drive	128	121	112	Complete desire	10%
9	Google One	120	125	121	Complete desire	27%
10	Microsoft OneDrive	113	121	121	Complete desire	48%
11	Apple iCloud	117	122	115	Complete desire	50%
12	Backblaze	119	114	116	Complete desire	15%
13	Replit	128	107	111	Complete desire	2%
14	GitHub Codespaces	123	114	111	Complete desire	5%
15	CodeSandbox	128	107	108	Complete desire	2%
16	Hetzner	112	118	114	Complete desire	0%
17	Google Photos	113	114	112	Complete desire	35%
18	pCloud	115	107	114	Complete desire	15%
19	DigitalOcean	113	111	114	Complete desire	3%
20	Tresorit	119	107	108	Complete desire	2%
21	Dropbox	109	114	112	Complete desire	42%
22	Hostinger	110	104	115	Complete desire	10%
23	Namecheap	106	111	116	Complete desire	5%
24	SiteGround	109	107	114	Complete desire	8%
25	Modal	126	97	103	Magnetic but unbought	3%
26	Daytona	123	97	103	Magnetic but unbought	2%
27	Mega	109	105	110	Complete desire	7%
28	Box	104	114	108	Complete desire	7%
29	OwnCloud	109	111	105	Complete desire	0%
30	NordLocker	113	107	103	Magnetic but unbought	0%
31	Icedrive	113	99	108	Performance brand	2%
32	OVHcloud	106	111	108	Complete desire	0%
33	Indifferent Broccoli	116	92	111	Performance brand	0%
34	StackBlitz	119	99	104	Performance brand	2%
35	E2B	122	94	104	Performance brand	3%
36	Northflank	116	99	105	Performance brand	3%
37	Sync.com	106	107	105	Complete desire	50%
38	Linode	104	107	108	Complete desire	2%
39	Vultr	106	104	108	Complete desire	0%
40	Krystal	104	107	108	Complete desire	2%
41	Amazon Photos	101	114	108	Quietly trusted	10%
42	Arq Backup	106	105	107	Complete desire	2%
43	Wasabi	109	99	105	Performance brand	3%
44	DreamHost	97	111	108	Quietly trusted	0%
45	Idrive	100	105	107	Habit, not love	12%
46	HostArmada	104	97	108	Performance brand	0%
47	DatHost	104	89	105	Performance brand	0%
48	Jottacloud	99	97	103	Category default	0%
49	Kinsta	101	97	100	Category default	2%
50	Bluehost	94	99	103	Habit, not love	7%
51	GoDaddy	91	101	105	Habit, not love	3%
52	IONOS	91	99	103	Habit, not love	8%
53	BisectHosting	96	91	104	Habit, not love	2%
54	A2 Hosting	90	92	100	Habit, not love	0%
55	InMotion Hosting	90	92	100	Habit, not love	0%
56	Apex Hosting	91	89	98	Habit, not love	5%
57	GPORTAL	90	89	100	Habit, not love	3%
58	Nitrado	90	89	97	Habit, not love	2%
59	GTXGaming	90	89	97	Habit, not love	2%
60	Shockbyte	90	85	96	Fading	5%
61	Low.MS	90	82	100	Habit, not love	0%
62	VM6 Networks	90	85	94	Fading	0%
63	EUGameHost	90	82	94	Fading	0%
64	Iconic Servers	90	78	94	Fading	0%
65	Terabox	87	75	94	Fading	0%
66	Gaming Deluxe	87	78	92	Fading	0%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 66 cloud storage & web hosting brands, measured across 60 AI answers in the latest weekly run.

Retail

Consumer Electronics & Appliances edition ▶upset

Apple holds the strongest desire profile in consumer electronics & appliances — complete desire. The brand AI names most often is Very, not the category's market leader. Across these brands, attachment tracks being named most closely (rho 0.38, 25 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Apple	132	125	108	Complete desire	7%
2	John Lewis	106	118	108	Complete desire	5%
3	Samsung	116	107	104	Complete desire	10%
4	Richer Sounds	106	107	108	Complete desire	0%
5	Scan	113	104	107	Complete desire	10%
6	Overclockers	113	99	100	Magnetic but unbought	0%
7	AO	99	101	111	Habit, not love	8%
8	Amazon	101	97	112	Habit, not love	12%
9	Costco	91	97	104	Habit, not love	0%
10	Argos	90	97	101	Habit, not love	7%
11	AO Retail	91	89	101	Habit, not love	0%
12	Marks Electrical	90	89	101	Habit, not love	2%
13	AO Recycling	90	92	94	Fading	0%
14	Box	91	85	93	Fading	8%
15	Ebuyer	90	85	94	Fading	0%
16	Very	87	89	93	Fading	17%
17	Tesco	78	94	97	Habit, not love	0%
18	Currys	83	87	92	Fading	12%
19	Sainsbury's	77	87	83	Fading	0%
20	ASDA	77	87	85	Fading	0%
21	Hughes	80	78	83	Fading	0%
22	Appliances Direct	75	75	89	Fading	8%
23	Laptops Direct	77	75	86	Fading	0%
24	Electrical Discount	75	75	86	Fading	0%
25	RGB Direct	75	75	83	Fading	0%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 25 consumer electronics & appliances brands, measured across 60 AI answers in the latest weekly run.

Professional

Conveyancing, Wills & Probate edition ▶

Farewill holds the strongest desire profile in conveyancing, wills & probate — complete desire. Across these brands, attachment tracks being named most closely (rho 0.45, 48 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Farewill	128	105	121	Complete desire	3%
2	Which? Wills	116	121	115	Complete desire	5%
3	amicable	123	107	114	Complete desire	0%
4	Citizens Advice	99	118	115	Quietly trusted	5%
5	Farrer & Co	116	121	100	Quietly trusted	0%
6	Mills & Reeve	113	111	107	Complete desire	0%
7	Muve	117	97	111	Performance brand	5%
8	Octopus Legacy	113	99	111	Performance brand	2%
9	Co-op Legal Services	101	114	108	Quietly trusted	7%
10	Shoosmiths	112	111	104	Complete desire	0%
11	Guardian Angel	113	97	111	Performance brand	3%
12	Beyond	113	97	111	Performance brand	7%
13	ONP Solicitors	109	92	114	Performance brand	0%
14	Taylor Rose MW	109	97	111	Performance brand	0%
15	Irwin Mitchell	106	107	101	Quietly trusted	0%
16	Gowling WLG	109	107	101	Magnetic but unbought	0%
17	Express Conveyancing	106	92	111	Performance brand	2%
18	Convey Law	106	92	108	Performance brand	0%
19	Homeward Legal	106	92	108	Performance brand	2%
20	Hugh James	104	107	97	Quietly trusted	0%
21	Kings Court Trust	99	97	107	Habit, not love	0%
22	Weightmans	99	107	97	Quietly trusted	0%
23	Blake Morgan	99	107	97	Quietly trusted	0%
24	Michelmores	99	107	97	Quietly trusted	0%
25	Slater and Gordon	99	99	100	Category default	0%
26	Clarke Willmott	99	104	97	Quietly trusted	0%
27	Premier Solicitors	97	97	104	Habit, not love	2%
28	Shakespeare Martineau	99	99	97	Category default	0%
29	Latitude Law	99	97	97	Category default	0%
30	JMW Solicitors	99	97	100	Category default	3%
31	Simpson Millar	94	97	97	Quietly trusted	0%
32	QualitySolicitors	97	97	97	Category default	0%
33	ClearLegacy	99	89	97	Magnetic but unbought	0%
34	Eden Conveyancing	99	85	100	Habit, not love	2%
35	GD Property Solicitors	99	85	101	Habit, not love	2%
36	Wren Sterling	87	97	94	Loved, not chosen	0%
37	UK Probate	91	82	100	Habit, not love	7%
38	Gordons LLP	90	92	90	Fading	0%
39	Boyes Turner	90	92	90	Fading	0%
40	TLT	91	92	90	Fading	0%
41	Levi Solicitors	87	89	94	Fading	0%
42	PSR Solicitors	80	82	94	Fading	3%
43	Clifford Johnston & Co	80	85	90	Fading	2%
44	Rowe Bristol	80	82	87	Fading	0%
45	Maplebrook Services	80	78	93	Fading	0%
46	Lacey's	80	85	87	Fading	2%
47	Beechwood Solicitors	75	75	80	Fading	0%
48	Lewis Mitchell Solicitors	75	75	80	Fading	0%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 48 conveyancing, wills & probate brands, measured across 60 AI answers in the latest weekly run.

Finance

Credit Cards edition ▶

American Express holds the strongest desire profile in credit cards — complete desire. Across these brands, attachment tracks being named most closely (rho 0.52, 33 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	American Express	126	121	115	Complete desire	17%
2	Monzo	123	105	112	Complete desire	7%
3	Starling Bank	120	108	115	Complete desire	8%
4	Chase	116	112	111	Complete desire	10%
5	Revolut	126	94	110	Performance brand	2%
6	Coutts	115	126	98	Quietly trusted	0%
7	HSBC	109	114	111	Complete desire	17%
8	First Direct	109	108	112	Complete desire	0%
9	Nationwide	101	114	114	Quietly trusted	3%
10	Barclaycard	106	104	105	Complete desire	23%
11	Yonder	120	92	96	Magnetic but unbought	2%
12	Curve	119	91	98	Magnetic but unbought	0%
13	Halifax	97	99	105	Habit, not love	5%
14	NatWest	94	105	103	Quietly trusted	8%
15	Lloyds Bank	96	101	101	Quietly trusted	12%
16	Virgin Money	104	97	97	Magnetic but unbought	10%
17	Zopa	106	92	98	Magnetic but unbought	0%
18	RBS	94	105	101	Quietly trusted	2%
19	Santander	94	99	103	Habit, not love	8%
20	Capital One	97	97	96	Magnetic but unbought	3%
21	M&S Bank	91	99	94	Loved, not chosen	0%
22	MBNA	90	97	96	Loved, not chosen	0%
23	TSB	90	97	94	Loved, not chosen	2%
24	Metro Bank	91	84	89	Fading	0%
25	Sainsbury's Bank	80	92	89	Fading	2%
26	Tesco Bank	77	82	87	Fading	8%
27	Zable	88	77	76	Fading	0%
28	Creation	77	78	79	Fading	0%
29	Asda Money	74	78	85	Fading	2%
30	Bip	84	75	76	Fading	0%
31	Vanquis Bank	74	77	79	Fading	5%
32	Aqua	71	75	78	Fading	3%
33	Poundland	67	72	76	Fading	0%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 33 credit cards brands, measured across 60 AI answers in the latest weekly run.

Health

Dental Care edition ▶upset

Bupa Dental Care holds the strongest desire profile in dental care — complete desire. The brand AI names most often is mydentist, not the category's market leader. Across these brands, attachment tracks being named most closely (rho 0.77, 33 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Bupa Dental Care	104	107	111	Complete desire	3%
2	Lumineux	112	114	100	Quietly trusted	0%
3	The 24\|7 Dentist	104	99	105	Performance brand	2%
4	Invisalign	113	104	100	Magnetic but unbought	2%
5	portman dental care	104	104	103	Magnetic but unbought	0%
6	South Kensington Medical & Dental	116	107	97	Magnetic but unbought	0%
7	Sensodyne	101	105	105	Quietly trusted	2%
8	Crest	101	104	107	Habit, not love	2%
9	Opalescence	101	104	104	Quietly trusted	0%
10	dental spa	106	107	97	Quietly trusted	0%
11	Quip	104	107	100	Quietly trusted	0%
12	Colosseum Dental	101	99	100	Category default	2%
13	Bamboo Dental	101	104	97	Quietly trusted	0%
14	Damira Dental Studios	101	99	97	Category default	0%
15	Genix Healthcare	101	99	97	Category default	0%
16	smile clinic	101	99	97	Category default	0%
17	Dental Practice Group	101	99	97	Category default	0%
18	Rodericks Dental	101	99	97	Category default	0%
19	Smile Essential	101	99	97	Category default	0%
20	Appletree Dental	101	99	97	Category default	0%
21	City Dental	101	99	97	Category default	0%
22	Confidental	101	99	97	Category default	0%
23	Advance Dental Clinic	101	99	97	Category default	0%
24	Perfect Smile	99	99	100	Category default	0%
25	SpaDental	101	99	97	Category default	0%
26	zenith dental	101	99	97	Category default	0%
27	Curo Dental	101	99	97	Category default	0%
28	Hertford Dental Care	101	99	97	Category default	0%
29	Pearl Dental Clinic	101	99	97	Category default	0%
30	Bayswater Dental Clinic	101	99	97	Category default	0%
31	One Dental	101	99	97	Category default	0%
32	Bank Dental Practice	101	99	97	Category default	0%
33	mydentist	91	94	105	Habit, not love	5%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 33 dental care brands, measured across 60 AI answers in the latest weekly run.

Beauty

Dermatological Skincare edition ▶

Paula's Choice holds the strongest desire profile in dermatological skincare — complete desire. Across these brands, attachment tracks being named most closely (rho 0.22, 33 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Paula's Choice	119	118	111	Complete desire	0%
2	La Roche-Posay	115	112	111	Complete desire	5%
3	CeraVe	109	108	118	Complete desire	15%
4	Aveeno	104	115	112	Complete desire	12%
5	The Ordinary	113	104	111	Complete desire	0%
6	Bioderma	104	111	111	Complete desire	0%
7	Inkey List	112	99	115	Performance brand	2%
8	Vaseline	96	108	125	Habit, not love	8%
9	Avene	104	111	111	Complete desire	2%
10	Eucerin	104	111	108	Complete desire	2%
11	Neutrogena	101	107	115	Habit, not love	0%
12	Cetaphil	99	107	112	Habit, not love	12%
13	Q+A	104	99	111	Performance brand	0%
14	Nivea	91	107	118	Habit, not love	8%
15	Green People	99	114	101	Quietly trusted	2%
16	Garnier	94	104	108	Habit, not love	3%
17	No7	99	104	104	Quietly trusted	2%
18	Dove	90	107	115	Habit, not love	0%
19	Aquaphor	99	99	108	Habit, not love	3%
20	Simple	84	107	115	Habit, not love	12%
21	E45	87	99	116	Habit, not love	13%
22	Cetraben	84	99	108	Habit, not love	7%
23	Childs Farm	91	99	103	Habit, not love	3%
24	Superdrug	88	95	107	Habit, not love	10%
25	QV	87	97	104	Habit, not love	2%
26	Sanex	84	97	104	Habit, not love	2%
27	Hydromol	84	92	105	Habit, not love	3%
28	Cien	84	85	108	Habit, not love	2%
29	Doublebase	75	92	108	Habit, not love	2%
30	Epaderm	75	92	104	Habit, not love	5%
31	Zerobase	75	92	104	Habit, not love	2%
32	Diprobase	75	92	104	Habit, not love	3%
33	Epimax	75	92	104	Habit, not love	2%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 33 dermatological skincare brands, measured across 60 AI answers in the latest weekly run.

Finance

Digital Current Accounts edition ▶

Monzo holds the strongest desire profile in digital current accounts — complete desire. Across these brands, attachment tracks being named most closely (rho 0.56, 39 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Monzo	129	107	115	Complete desire	45%
2	Starling Bank	119	102	115	Performance brand	33%
3	Chase	117	108	112	Complete desire	25%
4	First Direct	112	107	116	Complete desire	5%
5	Wise	116	101	114	Performance brand	10%
6	Plum	120	92	108	Performance brand	8%
7	Chip	123	92	108	Performance brand	7%
8	Moneybox	116	97	108	Performance brand	3%
9	Emma	120	94	105	Performance brand	3%
10	YNAB	117	105	101	Magnetic but unbought	5%
11	Revolut	120	89	105	Performance brand	23%
12	Currensea	116	89	105	Performance brand	0%
13	Mettle	113	97	103	Magnetic but unbought	2%
14	Kroo	113	92	100	Magnetic but unbought	0%
15	Triodos Bank	104	118	92	Magnetic but unbought	0%
16	Virgin Money	109	104	100	Magnetic but unbought	2%
17	Atom Bank	113	92	103	Magnetic but unbought	0%
18	N26	112	94	103	Magnetic but unbought	2%
19	Snoop	106	99	104	Performance brand	3%
20	HSBC	97	108	104	Quietly trusted	13%
21	Nationwide	97	108	103	Quietly trusted	10%
22	Co-op Bank	94	118	100	Quietly trusted	0%
23	Zing	112	82	103	Magnetic but unbought	0%
24	ANNA Money	116	82	97	Magnetic but unbought	0%
25	Barclays	94	104	101	Quietly trusted	12%
26	Santander	94	102	103	Habit, not love	17%
27	Marcus	99	97	103	Category default	2%
28	Monese	106	89	97	Magnetic but unbought	0%
29	Lloyds Bank	94	104	98	Quietly trusted	18%
30	NatWest	94	104	98	Quietly trusted	20%
31	Halifax	94	101	98	Quietly trusted	0%
32	Royal Bank of Scotland	94	104	97	Quietly trusted	7%
33	Smile	94	111	94	Loved, not chosen	0%
34	Bank of Scotland	87	104	94	Loved, not chosen	0%
35	Ulster Bank	87	104	94	Loved, not chosen	2%
36	TSB	87	97	94	Loved, not chosen	5%
37	Pockit	91	82	89	Fading	0%
38	Post Office	75	92	93	Fading	2%
39	Yolt	94	68	90	Fading	0%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 39 digital current accounts brands, measured across 60 AI answers in the latest weekly run.

Grocery

Discount Stores edition ▶

B&M holds the strongest desire profile in discount stores — habit, not love. Across these brands, attachment tracks being named most closely (rho 0.78, 26 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	B&M	99	101	114	Habit, not love	38%
2	Home Bargains	100	99	115	Habit, not love	35%
3	Aldi	104	102	110	Performance brand	25%
4	Lidl	97	102	108	Habit, not love	20%
5	TK Maxx	99	99	100	Category default	10%
6	Community Shop	97	109	93	Quietly trusted	0%
7	HomeSense	97	107	93	Quietly trusted	2%
8	Company Shop	97	99	93	Loved, not chosen	0%
9	Savers	91	85	103	Habit, not love	10%
10	Farmfoods	91	89	107	Habit, not love	2%
11	Food Warehouse	93	89	104	Habit, not love	2%
12	Iceland	90	92	101	Habit, not love	2%
13	Approved Food	87	95	94	Fading	2%
14	The Range	86	92	100	Habit, not love	33%
15	Poundland	84	92	100	Habit, not love	25%
16	Heron Foods	87	89	97	Habit, not love	0%
17	Superdrug	84	92	97	Habit, not love	3%
18	Low Price Foods	80	85	87	Fading	0%
19	Wilko	72	89	90	Fading	5%
20	Pepco	72	85	87	Fading	0%
21	Boyes	68	81	83	Fading	0%
22	Poundstretcher	65	81	87	Fading	0%
23	QD Stores	68	81	83	Fading	0%
24	HomeSavers	68	78	83	Fading	0%
25	Yorkshire Trading	68	78	83	Fading	2%
26	Semichem	65	71	79	Fading	0%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 26 discount stores brands, measured across 60 AI answers in the latest weekly run.

Automotive

Electric Cars edition ▶

Porsche holds the strongest desire profile in electric cars — magnetic but unbought. Across these brands, affinity tracks being named most closely (rho 0.42, 35 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Porsche	128	115	94	Magnetic but unbought	7%
2	Tesla	122	109	97	Magnetic but unbought	45%
3	Mercedes-Benz	119	111	90	Magnetic but unbought	8%
4	Polestar	117	104	94	Magnetic but unbought	8%
5	Volvo	106	114	94	Magnetic but unbought	5%
6	Lexus	104	108	101	Quietly trusted	0%
7	Rivian	120	99	90	Magnetic but unbought	0%
8	BMW	112	105	92	Magnetic but unbought	13%
9	Genesis	112	92	101	Magnetic but unbought	0%
10	Lucid	123	94	86	Magnetic but unbought	0%
11	Skoda	97	104	101	Quietly trusted	13%
12	Toyota	94	108	101	Quietly trusted	2%
13	Mini	109	109	87	Magnetic but unbought	5%
14	Kia	106	97	94	Magnetic but unbought	25%
15	Hyundai	106	94	94	Magnetic but unbought	17%
16	Cupra	109	94	92	Magnetic but unbought	5%
17	Audi	104	99	87	Magnetic but unbought	7%
18	BYD	104	91	92	Magnetic but unbought	3%
19	Volkswagen	93	99	92	Loved, not chosen	18%
20	Renault	97	98	87	Loved, not chosen	15%
21	Smart	100	98	86	Magnetic but unbought	17%
22	MG Motor	90	92	93	Fading	2%
23	Ford	90	98	89	Loved, not chosen	10%
24	Peugeot	97	98	85	Loved, not chosen	8%
25	Zeekr	106	84	85	Magnetic but unbought	3%
26	Citroen	91	92	86	Fading	3%
27	Nissan	86	91	89	Fading	8%
28	Alpine	106	91	69	Magnetic but unbought	2%
29	Fiat	84	94	83	Fading	2%
30	Subaru	81	94	86	Fading	0%
31	Dacia	77	87	92	Fading	0%
32	Ora	91	78	80	Fading	0%
33	Abarth	91	85	71	Fading	2%
34	Alfa Romeo	91	91	69	Fading	0%
35	Vauxhall	71	82	82	Fading	5%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 35 electric cars brands, measured across 60 AI answers in the latest weekly run.

Energy

Energy Suppliers edition ▶

Octopus Energy holds the strongest desire profile in energy suppliers — magnetic but unbought. Across these brands, affinity tracks being named most closely (rho 0.80, 18 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Octopus Energy	109	102	97	Magnetic but unbought	18%
2	OVO Energy	91	91	87	Fading	7%
3	British Gas	84	91	90	Fading	13%
4	E.ON Next	87	91	87	Fading	8%
5	EDF Energy	84	92	90	Fading	8%
6	Ecotricity	90	97	73	Loved, not chosen	3%
7	Fuse Energy	91	85	76	Fading	0%
8	Good Energy	78	99	76	Loved, not chosen	3%
9	Utility Warehouse	77	82	83	Fading	3%
10	Shell Energy	80	85	76	Fading	2%
11	ScottishPower	77	85	73	Fading	3%
12	Green Energy	72	85	69	Fading	5%
13	Outfox the Market	72	71	73	Fading	0%
14	People's Energy	72	78	69	Fading	0%
15	So Energy	72	71	69	Fading	0%
16	Utilita	72	71	69	Fading	0%
17	Boost	72	71	69	Fading	2%
18	Bulb	65	64	55	Fading	0%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 18 energy suppliers brands, measured across 60 AI answers in the latest weekly run.

Retail

Fashion & Clothing edition ▶

John Lewis holds the strongest desire profile in fashion & clothing — complete desire. Across these brands, attraction tracks being named most closely (rho 0.71, 7 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	John Lewis	120	124	111	Complete desire	15%
2	Marks & Spencer	109	114	104	Complete desire	27%
3	Next	100	99	107	Habit, not love	28%
4	ASOS	99	99	107	Habit, not love	10%
5	H&M	93	99	98	Quietly trusted	12%
6	Primark	86	99	96	Loved, not chosen	13%
7	Boohoo	81	78	97	Habit, not love	3%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 7 fashion & clothing brands, measured across 60 AI answers in the latest weekly run.

Luxury

Fashion & Leather Goods edition ▶upset

Hermès holds the strongest desire profile in fashion & leather goods — complete desire. The brand AI names most often is Hermès, not the category's market leader. Across these brands, affinity tracks being named most closely (rho 0.50, 41 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Hermès	135	139	115	Complete desire	30%
2	Chanel	132	131	114	Complete desire	28%
3	Prada	126	124	110	Complete desire	13%
4	Brunello Cucinelli	120	128	108	Complete desire	3%
5	Rimowa	126	118	111	Complete desire	8%
6	Louis Vuitton	119	121	112	Complete desire	27%
7	Dior	122	122	108	Complete desire	15%
8	Bottega Veneta	129	118	100	Magnetic but unbought	13%
9	Goyard	122	129	105	Complete desire	7%
10	Loro Piana	122	128	105	Complete desire	2%
11	Delvaux	119	125	103	Quietly trusted	3%
12	Burberry	112	122	111	Complete desire	2%
13	Valentino	119	114	107	Complete desire	3%
14	Moynat	119	125	97	Quietly trusted	3%
15	Gucci	117	111	104	Complete desire	15%
16	Miu Miu	125	105	98	Magnetic but unbought	5%
17	Globe-Trotter	113	121	101	Quietly trusted	5%
18	Fendi	116	111	101	Magnetic but unbought	3%
19	Alexander McQueen	122	107	96	Magnetic but unbought	0%
20	Tumi	110	111	115	Complete desire	5%
21	Briggs & Riley	110	108	115	Complete desire	8%
22	Balenciaga	126	99	92	Magnetic but unbought	2%
23	Loewe	116	112	96	Magnetic but unbought	20%
24	The Row	119	109	94	Magnetic but unbought	15%
25	Saint Laurent	113	109	97	Magnetic but unbought	10%
26	Mulberry	103	115	110	Quietly trusted	5%
27	Alaïa	119	107	92	Magnetic but unbought	2%
28	Versace	113	105	97	Magnetic but unbought	2%
29	Tom Ford	116	107	94	Magnetic but unbought	2%
30	Salvatore Ferragamo	101	112	107	Quietly trusted	3%
31	Coach	101	108	112	Habit, not love	13%
32	Jacquemus	122	97	93	Magnetic but unbought	2%
33	Chloé	106	112	103	Quietly trusted	5%
34	Celine	110	105	96	Magnetic but unbought	7%
35	Polène	109	101	105	Performance brand	2%
36	Dolce & Gabbana	110	104	97	Magnetic but unbought	0%
37	Jimmy Choo	104	105	100	Quietly trusted	2%
38	Givenchy	104	104	93	Magnetic but unbought	3%
39	Strathberry	99	99	105	Habit, not love	0%
40	DeMellier	101	99	104	Habit, not love	2%
41	Michael Kors	86	92	108	Habit, not love	5%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 41 fashion & leather goods brands, measured across 60 AI answers in the latest weekly run.

Property

Fitted Kitchens edition ▶upset

DIY Kitchens holds the strongest desire profile in fitted kitchens — complete desire. The brand AI names most often is DIY Kitchens, not the category's market leader. Across these brands, affinity tracks being named most closely (rho 0.61, 7 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	DIY Kitchens	109	114	115	Complete desire	7%
2	Osmo	101	111	104	Quietly trusted	5%
3	Howdens	99	104	107	Habit, not love	7%
4	Wickes	91	99	100	Habit, not love	5%
5	Wren Kitchens	94	99	97	Quietly trusted	3%
6	Magnet	94	99	94	Loved, not chosen	7%
7	Flat Pack Kitchens	78	84	94	Fading	3%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 7 fitted kitchens brands, measured across 60 AI answers in the latest weekly run.

Food

Food Delivery edition ▶

Amazon Fresh holds the strongest desire profile in food delivery — complete desire. Across these brands, attachment tracks being named most closely (rho 0.44, 10 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Amazon Fresh	109	104	108	Complete desire	5%
2	Ocado	109	104	105	Complete desire	12%
3	Uber Eats	107	99	107	Performance brand	72%
4	Deliveroo	106	99	105	Performance brand	73%
5	Just Eat	99	101	107	Habit, not love	68%
6	Sainsbury's	93	101	103	Habit, not love	8%
7	Tesco	93	101	101	Quietly trusted	17%
8	Snappy Shopper	87	85	94	Fading	3%
9	Asda	84	92	94	Fading	15%
10	Gopuff	91	78	94	Fading	2%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 10 food delivery brands, measured across 60 AI answers in the latest weekly run.

Food

Food-to-Go & Bakeries edition ▶

Tesco holds the strongest desire profile in food-to-go & bakeries — habit, not love. Across these brands, affinity tracks being named most closely (rho 0.53, 21 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Tesco	97	101	112	Habit, not love	28%
2	Sainsbury's	99	104	108	Habit, not love	7%
3	Marks & Spencer	103	111	100	Quietly trusted	12%
4	Greggs	96	98	111	Habit, not love	43%
5	Pret A Manger	101	104	101	Quietly trusted	20%
6	McDonald's	94	95	110	Habit, not love	8%
7	Co-op	90	105	101	Quietly trusted	5%
8	Gail's Bakery	101	104	92	Quietly trusted	8%
9	Caffè Nero	91	94	97	Habit, not love	8%
10	Starbucks	91	95	96	Fading	13%
11	Costa Coffee	87	94	97	Habit, not love	20%
12	Tim Hortons	90	89	97	Habit, not love	0%
13	Warrens Bakery	87	99	94	Loved, not chosen	2%
14	Gino's Gelato	94	85	94	Fading	0%
15	Morrisons	81	88	100	Habit, not love	8%
16	JD Wetherspoon	84	89	97	Habit, not love	2%
17	Subway	83	85	100	Habit, not love	2%
18	Asda	77	85	100	Habit, not love	8%
19	Cooplands	81	85	94	Fading	7%
20	Patisserie Valerie	91	85	83	Fading	0%
21	Poundbakery	70	75	97	Habit, not love	0%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 21 food-to-go & bakeries brands, measured across 60 AI answers in the latest weekly run.

Luxury

Fragrance & Beauty edition ▶upset

Hermès holds the strongest desire profile in fragrance & beauty — complete desire. The brand AI names most often is Charlotte Tilbury, not the category's market leader. Across these brands, attachment tracks being named most closely (rho 0.16, 41 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Hermès	133	133	115	Complete desire	0%
2	Guerlain	132	132	115	Complete desire	0%
3	Diptyque	128	128	115	Complete desire	3%
4	Maison Francis Kurkdjian	135	126	111	Complete desire	3%
5	Byredo	135	121	111	Complete desire	0%
6	Le Labo	130	122	112	Complete desire	0%
7	Maison Margiela	133	121	114	Complete desire	3%
8	Dior	128	122	115	Complete desire	3%
9	Yves Saint Laurent	128	121	114	Complete desire	2%
10	Tom Ford	130	118	111	Complete desire	0%
11	Clé de Peau Beauté	129	121	108	Complete desire	3%
12	Penhaligon's	126	125	108	Complete desire	0%
13	SkinCeuticals	128	118	112	Complete desire	0%
14	Chanel	125	122	108	Complete desire	3%
15	Lancôme	113	125	119	Complete desire	2%
16	Estée Lauder	113	122	119	Complete desire	3%
17	Sisley	123	126	108	Complete desire	0%
18	Creed	122	126	108	Complete desire	2%
19	Augustinus Bader	133	118	105	Complete desire	2%
20	La Prairie	132	121	104	Complete desire	2%
21	Jo Malone London	115	119	116	Complete desire	3%
22	Armani Beauty	120	118	111	Complete desire	0%
23	Kiehl's	107	122	122	Complete desire	0%
24	Parfums de Marly	123	118	108	Complete desire	2%
25	Xerjoff	129	114	107	Complete desire	2%
26	Serge Lutens	132	118	101	Magnetic but unbought	2%
27	Hourglass	126	119	107	Complete desire	2%
28	Prada Beauty	126	115	105	Complete desire	0%
29	Charlotte Tilbury	120	111	112	Complete desire	7%
30	MAC Cosmetics	117	114	115	Complete desire	3%
31	La Mer	116	115	108	Complete desire	5%
32	Acqua di Parma	115	121	108	Complete desire	0%
33	Clarins	104	121	115	Complete desire	0%
34	Elemis	113	115	111	Complete desire	3%
35	Tatcha	113	114	108	Complete desire	0%
36	Clinique	103	114	115	Habit, not love	2%
37	Burberry	110	115	107	Complete desire	0%
38	Roja Dove	122	111	101	Magnetic but unbought	0%
39	Bobbi Brown	106	108	112	Complete desire	0%
40	Elizabeth Arden	97	111	114	Habit, not love	0%
41	Givenchy	110	111	98	Quietly trusted	0%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 41 fragrance & beauty brands, measured across 60 AI answers in the latest weekly run.

Energy

Fuel & EV Charging edition ▶upset

Tesla holds the strongest desire profile in fuel & ev charging — complete desire. The brand AI names most often is BP, not the category's market leader. Across these brands, affinity tracks being named most closely (rho 0.70, 40 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Tesla	120	109	110	Complete desire	25%
2	Westmorland Family	119	118	103	Magnetic but unbought	2%
3	GRIDSERVE	119	107	108	Complete desire	13%
4	Fastned	116	107	103	Magnetic but unbought	10%
5	InstaVolt	112	104	108	Complete desire	17%
6	Shell	107	108	105	Complete desire	23%
7	BP	107	108	105	Complete desire	28%
8	Esso	99	105	108	Habit, not love	8%
9	Osprey Charging	106	104	103	Magnetic but unbought	12%
10	Ionity	109	104	100	Magnetic but unbought	5%
11	Costco	99	107	107	Quietly trusted	5%
12	Texaco	97	104	105	Habit, not love	3%
13	Tesco	94	104	104	Habit, not love	17%
14	Certas Energy	97	101	105	Habit, not love	3%
15	Crown Oil	97	101	103	Category default	3%
16	ChargePoint	104	99	100	Magnetic but unbought	2%
17	Asda	90	99	104	Habit, not love	8%
18	Sainsbury's	90	101	103	Habit, not love	13%
19	Morrisons	90	99	103	Habit, not love	12%
20	MFG	94	97	100	Habit, not love	8%
21	Pod Point	97	97	97	Category default	7%
22	Be.EV	99	92	97	Magnetic but unbought	3%
23	Jet	90	92	100	Habit, not love	0%
24	Moto	90	97	97	Quietly trusted	3%
25	Extra	94	92	94	Fading	22%
26	Watson Fuels	84	99	100	Habit, not love	3%
27	Beesley Fuels	84	97	101	Habit, not love	5%
28	Speedy Fuels	84	97	101	Habit, not love	3%
29	Highland Fuels	84	97	101	Habit, not love	0%
30	Nationwide Fuels	87	97	100	Habit, not love	3%
31	Applegreen	90	92	97	Habit, not love	2%
32	Roadchef	90	97	94	Loved, not chosen	2%
33	Welcome Break	90	97	94	Loved, not chosen	2%
34	ESL Fuels	84	92	93	Fading	0%
35	AS 24	84	89	94	Fading	0%
36	LubiQ Fuels	84	89	94	Fading	0%
37	Prema Energy	84	89	90	Fading	0%
38	Sirocco	83	85	90	Fading	0%
39	Euro Garages	87	78	89	Fading	0%
40	Compass Energy	83	88	87	Fading	2%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 40 fuel & ev charging brands, measured across 60 AI answers in the latest weekly run.

Home

Furniture & Homeware edition ▶upset

IKEA holds the strongest desire profile in furniture & homeware — complete desire. The brand AI names most often is IKEA, not the category's market leader. Across these brands, attachment tracks being named most closely (rho 0.51, 25 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	IKEA	107	111	107	Complete desire	27%
2	Oliver Bonas	113	104	97	Magnetic but unbought	0%
3	John Lewis	101	109	103	Quietly trusted	12%
4	H&M Home	101	99	101	Category default	0%
5	Cox & Cox	112	104	87	Magnetic but unbought	0%
6	Emma Bridgewater	101	107	94	Quietly trusted	0%
7	Dunelm	90	97	105	Habit, not love	22%
8	Sainsbury's	87	104	104	Habit, not love	10%
9	Zara Home	109	97	90	Magnetic but unbought	0%
10	Habitat	99	99	97	Category default	10%
11	La Redoute	101	99	90	Magnetic but unbought	0%
12	Argos	84	98	104	Habit, not love	17%
13	Next	91	98	94	Loved, not chosen	10%
14	Tesco	77	97	107	Habit, not love	3%
15	Cult Furniture	104	82	87	Magnetic but unbought	0%
16	JYSK	87	89	97	Habit, not love	2%
17	TK Maxx	90	89	90	Fading	2%
18	Wayfair	88	78	93	Fading	8%
19	The Range	77	87	96	Fading	17%
20	Asda	75	85	97	Habit, not love	3%
21	Matalan	75	89	93	Fading	3%
22	B&M	68	77	92	Fading	10%
23	Wilko	68	82	87	Fading	2%
24	Home Bargains	70	77	87	Fading	5%
25	Poundland	55	68	79	Fading	3%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 25 furniture & homeware brands, measured across 60 AI answers in the latest weekly run.

Beauty

Haircare edition ▶

Kérastase holds the strongest desire profile in haircare — complete desire. Across these brands, affinity tracks being named most closely (rho 0.35, 35 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Kérastase	123	121	104	Complete desire	7%
2	Color Wow	129	111	105	Complete desire	13%
3	L'Oréal Paris	112	109	116	Complete desire	35%
4	Moroccanoil	115	112	108	Complete desire	10%
5	Living Proof	120	111	103	Magnetic but unbought	10%
6	OUAI	122	108	101	Magnetic but unbought	5%
7	SheaMoisture	112	114	108	Complete desire	2%
8	Olaplex	123	107	97	Magnetic but unbought	8%
9	Amika	119	105	101	Magnetic but unbought	8%
10	Philip Kingsley	112	114	98	Quietly trusted	10%
11	K18	125	101	92	Magnetic but unbought	7%
12	Faith in Nature	94	118	115	Habit, not love	8%
13	Fudge Professional	112	97	104	Performance brand	3%
14	Redken	112	104	101	Magnetic but unbought	13%
15	Batiste	103	101	115	Habit, not love	7%
16	Monday Haircare	107	97	111	Performance brand	10%
17	John Frieda	100	101	108	Habit, not love	3%
18	Nioxin	106	99	101	Magnetic but unbought	0%
19	Garnier	91	107	111	Habit, not love	20%
20	Dove	87	104	118	Habit, not love	2%
21	Umberto Giannini	101	104	101	Quietly trusted	3%
22	Schwarzkopf	93	104	108	Habit, not love	12%
23	Maui Moisture	99	97	104	Habit, not love	2%
24	OGX	99	97	104	Habit, not love	7%
25	Aussie	91	97	108	Habit, not love	12%
26	Pantene	88	97	111	Habit, not love	13%
27	Tresemmé	87	94	111	Habit, not love	18%
28	Clairol	88	99	105	Habit, not love	8%
29	Herbal Essences	84	97	108	Habit, not love	5%
30	Palmer's	83	99	101	Habit, not love	0%
31	Head & Shoulders	72	85	108	Habit, not love	5%
32	Alberto Balsam	65	89	116	Habit, not love	5%
33	VO5	61	82	108	Habit, not love	2%
34	Cien	65	71	94	Fading	0%
35	Lacura	65	71	94	Fading	2%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 35 haircare brands, measured across 60 AI answers in the latest weekly run.

Insurance

Home Insurance edition ▶upset

Chubb holds the strongest desire profile in home insurance — complete desire. The brand AI names most often is More Than, not the category's market leader. Across these brands, attachment tracks being named most closely (rho 0.48, 38 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Chubb	117	118	114	Complete desire	5%
2	Allianz	116	114	114	Complete desire	0%
3	AXA	109	114	111	Complete desire	2%
4	Aviva	106	114	111	Complete desire	13%
5	Direct Line	109	107	108	Complete desire	8%
6	Legal & General	104	114	108	Complete desire	0%
7	LV=	101	107	111	Habit, not love	5%
8	John Lewis Insurance	99	111	105	Quietly trusted	5%
9	Marks & Spencer Bank	99	111	105	Quietly trusted	0%
10	Urban Jungle	109	97	103	Magnetic but unbought	3%
11	NFU Mutual	97	111	103	Quietly trusted	2%
12	RSA	97	104	103	Quietly trusted	0%
13	Arma Karma	109	99	94	Magnetic but unbought	2%
14	Admiral	99	92	105	Habit, not love	5%
15	Churchill	97	99	103	Category default	0%
16	Santander	94	104	103	Quietly trusted	2%
17	Co-op Insurance	91	111	97	Quietly trusted	0%
18	Cover4Insurance	96	91	103	Habit, not love	5%
19	Tesco Bank	90	97	103	Habit, not love	0%
20	Staysure	91	97	97	Quietly trusted	0%
21	Switched On Insurance	97	85	100	Habit, not love	0%
22	More Than	90	92	97	Habit, not love	22%
23	Sainsbury's Bank	87	97	97	Quietly trusted	0%
24	Endsleigh	84	99	97	Quietly trusted	2%
25	Protect Your Bubble	97	82	97	Magnetic but unbought	2%
26	HomeLet	84	92	97	Habit, not love	0%
27	Ageas	84	89	94	Fading	0%
28	Swipe	94	82	89	Fading	0%
29	Dynamo	94	78	92	Fading	0%
30	Hastings Direct	84	82	97	Habit, not love	0%
31	Esure	83	85	97	Habit, not love	0%
32	Avo	94	78	89	Fading	0%
33	Sheilas' Wheels	91	82	89	Fading	0%
34	Quote Me Happy	87	75	94	Fading	0%
35	Post Office	75	92	92	Fading	0%
36	Budget Insurance	77	78	97	Habit, not love	8%
37	Swinton Insurance	75	89	92	Fading	0%
38	Thistle	75	78	83	Fading	0%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 38 home insurance brands, measured across 60 AI answers in the latest weekly run.

Home

Household Cleaning Products edition ▶

Ecover holds the strongest desire profile in household cleaning products — quietly trusted. Across these brands, affinity tracks being named most closely (rho 0.06, 26 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Ecover	109	119	101	Quietly trusted	5%
2	Method	119	111	97	Magnetic but unbought	7%
3	Pink Stuff	112	99	111	Performance brand	0%
4	Bleach London	123	104	94	Magnetic but unbought	0%
5	Fairy	101	104	111	Habit, not love	0%
6	Lenor	106	104	108	Complete desire	0%
7	Persil	101	107	108	Habit, not love	0%
8	Vanish	106	97	108	Performance brand	0%
9	Bio-D	100	107	96	Quietly trusted	7%
10	Flash	100	95	108	Habit, not love	7%
11	Lysol	99	97	108	Habit, not love	3%
12	Febreze	101	97	108	Habit, not love	0%
13	Zoflora	101	97	108	Habit, not love	10%
14	Dettol	99	98	103	Category default	20%
15	Domestos	97	89	115	Habit, not love	0%
16	Harpic	97	89	108	Habit, not love	0%
17	Milton	91	104	104	Habit, not love	5%
18	Fairtrade	91	114	90	Loved, not chosen	0%
19	Cillit Bang	99	85	104	Habit, not love	5%
20	Surf	90	89	104	Habit, not love	0%
21	Astonish	90	92	104	Habit, not love	12%
22	Mr Muscle	91	85	104	Habit, not love	2%
23	Bold	90	89	101	Habit, not love	0%
24	Duck	90	85	97	Habit, not love	0%
25	Cif	84	85	97	Habit, not love	2%
26	Viakal	84	82	94	Fading	2%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 26 household cleaning products brands, measured across 60 AI answers in the latest weekly run.

Finance

Investment Platforms edition ▶upset

eToro holds the strongest desire profile in investment platforms — complete desire. The brand AI names most often is Capital.com, not the category's market leader. Across these brands, attachment tracks being named most closely (rho 0.51, 39 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	eToro	128	105	112	Complete desire	2%
2	Trading 212	125	99	115	Performance brand	27%
3	Monzo	128	104	111	Complete desire	0%
4	Revolut	128	101	111	Performance brand	0%
5	Hargreaves Lansdown	117	114	110	Complete desire	25%
6	Interactive Investor	113	111	116	Complete desire	22%
7	Saxo	122	107	110	Complete desire	3%
8	Plum	126	104	107	Complete desire	3%
9	Interactive Brokers	119	105	110	Complete desire	12%
10	IG	119	107	111	Complete desire	17%
11	Moneybox	119	105	110	Complete desire	5%
12	AJ Bell	109	111	115	Complete desire	25%
13	Vanguard	106	115	112	Complete desire	15%
14	fidelity	110	114	110	Complete desire	8%
15	Dodl	115	107	108	Complete desire	3%
16	Nutmeg	113	108	107	Complete desire	2%
17	Bestinvest	107	107	110	Complete desire	0%
18	Capital.com	119	94	108	Performance brand	30%
19	Lightyear	112	99	105	Performance brand	3%
20	Charles Stanley Direct	99	111	104	Quietly trusted	0%
21	CMC Markets	107	101	101	Magnetic but unbought	2%
22	InvestEngine	110	89	108	Performance brand	15%
23	City Index	107	101	101	Magnetic but unbought	0%
24	J.P. Morgan Personal Investing	99	108	103	Quietly trusted	2%
25	Freetrade	110	89	101	Magnetic but unbought	18%
26	XTB	106	89	104	Performance brand	3%
27	Pepperstone	106	89	101	Magnetic but unbought	2%
28	Moneyfarm	94	89	96	Fading	3%
29	Wealthify	94	89	97	Habit, not love	2%
30	NatWest	84	101	92	Loved, not chosen	2%
31	Santander	84	101	92	Loved, not chosen	0%
32	Halifax Share Dealing	81	98	94	Loved, not chosen	0%
33	Lloyds Bank Direct Investment	81	99	93	Loved, not chosen	0%
34	Aberdeen	81	104	89	Loved, not chosen	8%
35	Barclays Smart Investor	81	98	90	Loved, not chosen	0%
36	HSBC	83	99	86	Loved, not chosen	2%
37	iWeb	77	94	97	Habit, not love	0%
38	EQi	70	78	82	Fading	2%
39	St James's Place	67	82	72	Fading	0%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 39 investment platforms brands, measured across 60 AI answers in the latest weekly run.

Professional

Job Boards edition ▶upset

LinkedIn holds the strongest desire profile in job boards — complete desire. The brand AI names most often is LinkedIn, not the category's market leader. Across these brands, attachment tracks being named most closely (rho 0.49, 40 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	LinkedIn	128	118	118	Complete desire	58%
2	Guardian Jobs	116	126	105	Complete desire	3%
3	We Work Remotely	115	115	110	Complete desire	8%
4	Indeed	110	107	116	Complete desire	55%
5	Escape the City	120	118	101	Magnetic but unbought	2%
6	CharityJob	109	126	105	Complete desire	2%
7	Himalayas	122	101	111	Performance brand	3%
8	Prospects	109	116	110	Complete desire	8%
9	Bright Network	116	108	108	Complete desire	3%
10	Remote.co	112	111	108	Complete desire	5%
11	Glassdoor	112	104	111	Complete desire	20%
12	NHS Jobs	101	125	108	Quietly trusted	3%
13	Jobs.ac.uk	109	115	107	Complete desire	2%
14	FlexJobs	110	108	105	Complete desire	5%
15	ZipRecruiter	109	98	111	Performance brand	2%
16	Dynamite Jobs	110	104	107	Complete desire	3%
17	Remotive	112	104	104	Complete desire	7%
18	Reed	104	104	108	Complete desire	28%
19	StudentJob	104	104	107	Complete desire	5%
20	CWJobs	107	109	101	Quietly trusted	2%
21	Coople	106	99	104	Performance brand	2%
22	Gov.uk Find a Job	90	112	114	Habit, not love	15%
23	SaveTheStudent Jobs	101	105	103	Quietly trusted	2%
24	Gradcracker	106	99	105	Performance brand	3%
25	TARGETjobs	103	104	104	Quietly trusted	7%
26	Milkround	100	104	103	Quietly trusted	3%
27	Adzuna	101	94	103	Habit, not love	5%
28	Totaljobs	96	97	101	Habit, not love	22%
29	Working Nomads	101	98	96	Magnetic but unbought	3%
30	SimplyHired	91	92	101	Habit, not love	2%
31	Job Today	94	92	97	Habit, not love	2%
32	CV-Library	91	89	97	Habit, not love	17%
33	Flexify	103	89	87	Magnetic but unbought	5%
34	Caterer.com	94	95	94	Fading	0%
35	Jooble	87	88	100	Habit, not love	2%
36	Unitemps	87	94	96	Fading	5%
37	Jobsite	87	89	94	Fading	5%
38	Monster	86	95	92	Fading	2%
39	Emedical Jobs	90	89	89	Fading	0%
40	Fish4Jobs	80	88	87	Fading	0%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 40 job boards brands, measured across 60 AI answers in the latest weekly run.

Technology

Laptops edition ▶

Apple holds the strongest desire profile in laptops — complete desire. Across these brands, affinity tracks being named most closely (rho 0.68, 26 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Apple	128	121	104	Complete desire	53%
2	Microsoft	113	115	103	Quietly trusted	42%
3	Lenovo	109	105	104	Complete desire	63%
4	ASUS	117	104	98	Magnetic but unbought	53%
5	Samsung	112	104	100	Magnetic but unbought	5%
6	Dell	100	105	104	Quietly trusted	42%
7	Framework	119	99	83	Magnetic but unbought	0%
8	Razer	116	99	80	Magnetic but unbought	12%
9	HP	97	98	97	Category default	37%
10	Scan	97	99	97	Category default	3%
11	Overclockers	99	99	97	Category default	0%
12	Alienware	113	99	78	Magnetic but unbought	48%
13	Xiaomi	104	92	94	Magnetic but unbought	0%
14	MSI	104	94	90	Magnetic but unbought	15%
15	Huawei	109	89	90	Magnetic but unbought	0%
16	Acer	90	91	96	Fading	22%
17	LG	94	92	86	Fading	3%
18	VAIO	94	104	80	Loved, not chosen	0%
19	Gigabyte	91	85	89	Fading	3%
20	Honor	94	82	90	Fading	0%
21	Currys	—	92	86	Magnetic but unbought	10%
22	PC Specialist	87	85	90	Fading	0%
23	XMG	94	75	80	Fading	0%
24	Medion	70	75	83	Fading	0%
25	Dynabook	70	81	78	Fading	0%
26	DEAN	61	53	61	Fading	0%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 26 laptops brands, measured across 60 AI answers in the latest weekly run.

Finance

Life Insurance edition ▶

Vitality holds the strongest desire profile in life insurance — complete desire. Across these brands, attachment tracks being named most closely (rho 0.76, 30 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Vitality	120	111	110	Complete desire	13%
2	Bupa	112	111	108	Complete desire	5%
3	Aviva	109	107	108	Complete desire	18%
4	Royal London	99	105	107	Habit, not love	15%
5	Zurich	101	107	105	Quietly trusted	8%
6	AXA	103	104	104	Quietly trusted	7%
7	Legal & General	101	104	103	Quietly trusted	13%
8	Scottish Widows	99	105	104	Quietly trusted	7%
9	LV=	99	99	105	Habit, not love	8%
10	AIG	97	97	97	Category default	0%
11	The Exeter	94	92	97	Habit, not love	2%
12	MetLife	94	97	94	Loved, not chosen	0%
13	Co-op	90	104	97	Quietly trusted	0%
14	Aegon	94	92	94	Fading	0%
15	M&S Bank	90	92	94	Fading	0%
16	Guardian	90	89	94	Fading	0%
17	OneFamily	84	92	97	Habit, not love	0%
18	Covéa	84	89	94	Fading	0%
19	Shepherds Friendly	83	97	92	Loved, not chosen	0%
20	British Friendly	83	92	92	Fading	0%
21	Wesleyan	84	97	86	Loved, not chosen	0%
22	Cirencester Friendly	77	92	92	Fading	0%
23	Canada Life	84	89	89	Fading	0%
24	Sainsbury's Bank	80	85	92	Fading	0%
25	Tesco Bank	80	82	92	Fading	0%
26	Smart Insurance	80	80	90	Fading	3%
27	SunLife	75	82	89	Fading	0%
28	Post Office	72	85	86	Fading	0%
29	England Mutual	70	82	83	Fading	0%
30	Phoenix Life	72	78	80	Fading	0%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 30 life insurance brands, measured across 60 AI answers in the latest weekly run.

Travel

Long-Haul Airlines edition ▶

Qatar Airways holds the strongest desire profile in long-haul airlines — complete desire. Across these brands, attraction tracks being named most closely (rho 0.57, 26 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Qatar Airways	128	112	112	Complete desire	13%
2	Singapore Airlines	123	115	112	Complete desire	15%
3	Japan Airlines	119	114	111	Complete desire	5%
4	ANA	115	112	108	Complete desire	3%
5	Emirates	116	104	105	Complete desire	22%
6	Virgin Atlantic	116	107	100	Magnetic but unbought	27%
7	Cathay Pacific	112	107	104	Complete desire	5%
8	Qantas	110	112	101	Quietly trusted	3%
9	Turkish Airlines	107	99	105	Performance brand	7%
10	Korean Air	106	105	103	Magnetic but unbought	2%
11	Etihad Airways	113	98	101	Magnetic but unbought	7%
12	British Airways	100	108	97	Quietly trusted	33%
13	Delta Air Lines	100	105	98	Quietly trusted	3%
14	Swiss International Air Lines	103	104	98	Quietly trusted	2%
15	Oman Air	104	98	100	Magnetic but unbought	0%
16	Lufthansa	99	107	94	Quietly trusted	10%
17	KLM	99	105	94	Quietly trusted	5%
18	Finnair	97	99	90	Loved, not chosen	2%
19	Icelandair	94	101	90	Loved, not chosen	0%
20	United Airlines	90	94	92	Fading	10%
21	American Airlines	88	92	92	Fading	7%
22	Austrian Airlines	90	92	90	Fading	0%
23	SAS	90	97	89	Loved, not chosen	0%
24	Iberia	86	92	89	Fading	2%
25	Aer Lingus	86	91	89	Fading	0%
26	ITA Airways	84	80	83	Fading	0%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 26 long-haul airlines brands, measured across 60 AI answers in the latest weekly run.

Automotive

Luxury SUVs & 4x4s edition ▶upset

Rolls-Royce holds the strongest desire profile in luxury suvs & 4x4s — magnetic but unbought. The brand AI names most often is Mercedes-Benz, not the category's market leader. Across these brands, affinity tracks being named most closely (rho 0.56, 26 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Rolls-Royce	135	121	92	Magnetic but unbought	7%
2	Bentley	125	115	90	Magnetic but unbought	13%
3	Lexus	106	111	108	Complete desire	5%
4	Land Rover	125	109	87	Magnetic but unbought	23%
5	Porsche	122	109	90	Magnetic but unbought	25%
6	BMW	117	109	96	Magnetic but unbought	35%
7	Audi	115	107	96	Magnetic but unbought	23%
8	Genesis	112	94	103	Magnetic but unbought	0%
9	Tesla	117	104	92	Magnetic but unbought	2%
10	Aston Martin	123	111	78	Magnetic but unbought	10%
11	Volvo	103	111	96	Quietly trusted	13%
12	Jeep	106	105	96	Magnetic but unbought	2%
13	Toyota	94	105	110	Habit, not love	12%
14	Mazda	101	101	101	Category default	0%
15	Mercedes-Benz	109	104	90	Magnetic but unbought	37%
16	Hyundai	101	97	104	Habit, not love	5%
17	Jaguar	106	107	87	Magnetic but unbought	2%
18	Ineos	113	94	86	Magnetic but unbought	5%
19	Nissan	91	98	100	Habit, not love	0%
20	Volkswagen	94	99	98	Quietly trusted	8%
21	Maserati	112	101	75	Magnetic but unbought	2%
22	Cadillac	101	98	87	Magnetic but unbought	3%
23	Lincoln	93	98	90	Loved, not chosen	2%
24	Kia	93	87	100	Habit, not love	7%
25	Alfa Romeo	103	94	75	Magnetic but unbought	3%
26	Infiniti	83	85	85	Fading	0%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 26 luxury suvs & 4x4s brands, measured across 60 AI answers in the latest weekly run.

Retail

Marketplaces & Resale edition ▶

StockX holds the strongest desire profile in marketplaces & resale — magnetic but unbought. Across these brands, affinity tracks being named most closely (rho 0.35, 26 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	StockX	122	107	101	Magnetic but unbought	2%
2	eBay	107	111	110	Complete desire	57%
3	Amazon	104	99	122	Performance brand	8%
4	Vinted	106	107	111	Complete desire	33%
5	Vestiaire Collective	113	114	100	Quietly trusted	20%
6	GOAT	119	107	100	Magnetic but unbought	2%
7	Reverb	110	105	101	Magnetic but unbought	0%
8	Zalando	99	101	111	Habit, not love	0%
9	Notonthehighstreet	103	105	100	Quietly trusted	0%
10	Grailed	112	104	92	Magnetic but unbought	7%
11	Depop	109	99	94	Magnetic but unbought	28%
12	Auto Trader	104	98	98	Magnetic but unbought	0%
13	Etsy	101	102	94	Loved, not chosen	8%
14	CEX	90	99	97	Quietly trusted	0%
15	MusicMagpie	87	97	98	Habit, not love	2%
16	ASOS Marketplace	93	91	87	Fading	2%
17	Cardmarket	87	87	93	Fading	2%
18	Motors	84	87	93	Fading	0%
19	Rakuten	87	84	92	Fading	0%
20	Facebook Marketplace	83	89	86	Fading	18%
21	AliExpress	83	71	93	Fading	3%
22	OnBuy	81	75	90	Fading	5%
23	Bonanza	78	82	87	Fading	0%
24	Gumtree	67	84	79	Fading	5%
25	Preloved	67	84	78	Fading	0%
26	Shpock	68	77	78	Fading	0%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 26 marketplaces & resale brands, measured across 60 AI answers in the latest weekly run.

Telecoms

Mobile Networks edition ▶upset

Airalo holds the strongest desire profile in mobile networks — complete desire. The brand AI names most often is Three, not the category's market leader. Across these brands, attraction tracks being named most closely (rho 0.46, 38 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Airalo	112	107	108	Complete desire	2%
2	Starlink	128	104	94	Magnetic but unbought	3%
3	Three	113	105	104	Complete desire	88%
4	EE	110	108	101	Magnetic but unbought	58%
5	Giffgaff	106	107	105	Complete desire	15%
6	Holafly	106	107	105	Complete desire	2%
7	Nomad	106	107	108	Complete desire	2%
8	Virgin Media O2	109	107	103	Magnetic but unbought	47%
9	Saily	106	107	108	Complete desire	2%
10	Vodafone	104	108	101	Quietly trusted	55%
11	Smarty	107	104	107	Complete desire	32%
12	O2	103	109	100	Quietly trusted	47%
13	VOXI	109	102	101	Magnetic but unbought	20%
14	Hyperoptic	113	99	97	Magnetic but unbought	0%
15	Sky Mobile	104	105	98	Quietly trusted	17%
16	Tesco Mobile	94	104	108	Habit, not love	10%
17	Honest Mobile	96	109	96	Loved, not chosen	2%
18	spusu	97	94	103	Habit, not love	7%
19	Ubigi	99	92	100	Habit, not love	0%
20	Jetpac	94	92	103	Habit, not love	0%
21	Sim Local	94	92	100	Habit, not love	0%
22	Lebara	91	92	103	Habit, not love	17%
23	iD Mobile	91	92	98	Habit, not love	20%
24	Mozillion	94	92	93	Fading	3%
25	BT Mobile	91	97	89	Loved, not chosen	2%
26	Ecotalk	93	109	80	Loved, not chosen	3%
27	Talkmobile	90	92	90	Fading	12%
28	Plusnet Mobile	84	95	94	Fading	0%
29	1pMobile	90	92	90	Fading	13%
30	Virgin Mobile	90	91	89	Fading	2%
31	Asda Mobile	84	92	94	Fading	2%
32	The Phone Co-op	84	99	83	Loved, not chosen	0%
33	Lyca Mobile	80	89	92	Fading	7%
34	Utility Warehouse	83	92	83	Fading	2%
35	Post Office	72	107	80	Loved, not chosen	0%
36	TalkTalk Mobile	80	92	80	Fading	0%
37	CMLink	83	85	78	Fading	0%
38	Dixons Carphone	72	78	72	Fading	0%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 38 mobile networks brands, measured across 60 AI answers in the latest weekly run.

Finance

Mortgages edition ▶upset

Monzo holds the strongest desire profile in mortgages — performance brand. The brand AI names most often is HSBC, not the category's market leader. Across these brands, attachment tracks being named most closely (rho 0.43, 34 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Monzo	120	99	111	Performance brand	0%
2	Starling Bank	120	104	111	Complete desire	0%
3	HSBC	104	114	108	Complete desire	7%
4	First Direct	106	105	111	Complete desire	2%
5	Coutts	109	114	97	Quietly trusted	0%
6	Virgin Money	104	101	103	Magnetic but unbought	5%
7	Nationwide	94	107	103	Quietly trusted	5%
8	Barclays	97	104	103	Quietly trusted	3%
9	NatWest	94	107	103	Quietly trusted	3%
10	Lloyds Bank	94	104	103	Quietly trusted	2%
11	Halifax	91	99	103	Habit, not love	7%
12	Santander	91	99	103	Habit, not love	3%
13	Royal Bank of Scotland	91	104	103	Quietly trusted	0%
14	Handelsbanken	90	107	100	Quietly trusted	0%
15	Bank of Scotland	87	104	100	Quietly trusted	0%
16	Metro Bank	97	92	97	Magnetic but unbought	2%
17	Coventry Building Society	83	99	100	Habit, not love	2%
18	Yorkshire Building Society	83	99	100	Habit, not love	3%
19	Skipton Building Society	83	99	100	Habit, not love	0%
20	Leeds Building Society	83	99	100	Habit, not love	2%
21	Newcastle Building Society	83	99	97	Quietly trusted	0%
22	Principality Building Society	83	99	97	Quietly trusted	0%
23	The Mortgage Works	84	92	100	Habit, not love	0%
24	Family Building Society	84	97	100	Habit, not love	0%
25	TSB	84	97	92	Loved, not chosen	0%
26	Accord Mortgages	83	89	97	Habit, not love	2%
27	Paragon Bank	84	89	94	Fading	2%
28	Precise Mortgages	90	85	94	Fading	0%
29	Foundation Home Loans	90	85	94	Fading	2%
30	Aldermore	90	85	94	Fading	2%
31	Post Office	80	97	94	Loved, not chosen	0%
32	Co-operative Bank	83	97	86	Loved, not chosen	0%
33	Clydesdale Bank	75	92	86	Fading	0%
34	Yorkshire Bank	75	92	86	Fading	0%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 34 mortgages brands, measured across 60 AI answers in the latest weekly run.

Education

Online Learning edition ▶

Duolingo holds the strongest desire profile in online learning — complete desire. Across these brands, attachment tracks being named most closely (rho 0.35, 57 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Duolingo	129	112	123	Complete desire	0%
2	MasterClass	130	119	111	Complete desire	0%
3	ADPList	123	115	119	Complete desire	3%
4	Khan Academy	115	119	121	Complete desire	7%
5	LinkedIn Learning	116	118	115	Complete desire	18%
6	Brilliant	128	111	108	Complete desire	2%
7	British Council	112	119	111	Complete desire	5%
8	HubSpot Academy	116	114	111	Complete desire	3%
9	Codecademy	116	108	110	Complete desire	3%
10	Le Wagon	120	114	100	Magnetic but unbought	0%
11	The London School of English	112	119	105	Complete desire	0%
12	UXfolio	120	104	107	Complete desire	2%
13	Domestika	113	105	108	Complete desire	0%
14	edX	107	112	105	Complete desire	10%
15	Udacity	116	108	97	Magnetic but unbought	2%
16	Babbel	113	105	105	Complete desire	0%
17	General Assembly	116	111	98	Magnetic but unbought	0%
18	italki	109	105	110	Complete desire	2%
19	Coursera	107	108	105	Complete desire	33%
20	Pluralsight	112	104	105	Complete desire	0%
21	freeCodeCamp	106	105	110	Complete desire	0%
22	Springboard	113	107	100	Magnetic but unbought	0%
23	Educative	113	104	104	Complete desire	0%
24	Place2Be	104	118	103	Quietly trusted	2%
25	Triple P	104	114	104	Complete desire	3%
26	Udemy	101	101	112	Habit, not love	18%
27	FutureLearn	104	108	105	Complete desire	10%
28	DataCamp	112	98	104	Performance brand	0%
29	Open University	103	112	103	Quietly trusted	8%
30	Solihull Approach	101	112	103	Quietly trusted	5%
31	The School of UX	109	101	101	Magnetic but unbought	3%
32	UX Academy	113	99	97	Magnetic but unbought	3%
33	EF English Live	101	107	101	Quietly trusted	3%
34	UI Collective	110	92	100	Magnetic but unbought	0%
35	Skillshare	103	95	104	Habit, not love	3%
36	Treehouse	99	99	100	Category default	2%
37	Promova	106	91	98	Magnetic but unbought	0%
38	Simplilearn	97	99	100	Category default	0%
39	Preply	99	89	104	Habit, not love	5%
40	Code Labs Academy	106	89	94	Magnetic but unbought	3%
41	University of Essex Online	96	99	98	Quietly trusted	0%
42	Arden University	94	98	98	Quietly trusted	2%
43	OpenClassrooms	97	92	96	Magnetic but unbought	0%
44	ELLA Business English	97	89	97	Magnetic but unbought	0%
45	UXPortfolio.co	103	89	93	Magnetic but unbought	0%
46	The Skills Network	91	98	100	Habit, not love	3%
47	Outdraw Academy	99	89	94	Magnetic but unbought	0%
48	UX Beginner	96	91	100	Habit, not love	2%
49	Great Learning	96	89	97	Habit, not love	0%
50	Virtual College	90	98	97	Quietly trusted	2%
51	Strive Training	87	92	97	Habit, not love	0%
52	Alison	84	89	103	Habit, not love	5%
53	Study.com	84	85	97	Habit, not love	0%
54	New Skills Academy	77	78	90	Fading	2%
55	E-Courses4you	74	75	89	Fading	0%
56	One Education	75	75	87	Fading	2%
57	JobSkilla	72	72	83	Fading	2%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 57 online learning brands, measured across 60 AI answers in the latest weekly run.

Health

Opticians & Eyecare edition ▶

Specsavers holds the strongest desire profile in opticians & eyecare — habit, not love. Across these brands, attachment tracks being named most closely (rho 0.69, 14 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Specsavers	94	101	104	Habit, not love	33%
2	Boots Opticians	91	104	98	Quietly trusted	27%
3	Optical Express	106	95	86	Magnetic but unbought	0%
4	David Clulow	99	109	87	Quietly trusted	0%
5	Vision Express	88	94	92	Fading	20%
6	GlassesDirect	83	85	97	Habit, not love	8%
7	SelectSpecs	84	87	97	Habit, not love	7%
8	Zenni Optical	83	78	93	Fading	0%
9	The Outside Clinic	84	85	86	Fading	0%
10	Asda Opticians	75	85	90	Fading	8%
11	Tesco Opticians	75	89	87	Fading	20%
12	Leightons	81	89	83	Fading	0%
13	Scrivens	80	85	72	Fading	2%
14	Mister Spex	72	71	69	Fading	0%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 14 opticians & eyecare brands, measured across 60 AI answers in the latest weekly run.

Travel

Package Holidays, Cruises & Tours edition ▶upset

Viking holds the strongest desire profile in package holidays, cruises & tours — magnetic but unbought. The brand AI names most often is Booking.com, not the category's market leader. Across these brands, attraction tracks being named most closely (rho 0.27, 26 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Viking	112	112	100	Magnetic but unbought	2%
2	Kuoni	106	111	100	Quietly trusted	0%
3	Virgin Holidays	110	104	93	Magnetic but unbought	2%
4	Audley Travel	104	104	101	Magnetic but unbought	0%
5	Scenic	104	99	97	Magnetic but unbought	18%
6	British Airways Holidays	99	107	96	Quietly trusted	0%
7	Saga	91	107	98	Quietly trusted	0%
8	P&O Cruises	94	107	97	Quietly trusted	5%
9	Trailfinders	90	97	105	Habit, not love	0%
10	Titan Travel	90	101	98	Quietly trusted	0%
11	TUI	90	97	94	Loved, not chosen	5%
12	Jet2holidays	91	92	98	Habit, not love	3%
13	Riviera Travel	86	101	98	Quietly trusted	2%
14	Booking.com	99	87	94	Magnetic but unbought	47%
15	Secret Escapes	99	89	90	Magnetic but unbought	0%
16	Marella Cruises	88	94	98	Habit, not love	8%
17	easyJet holidays	88	89	96	Fading	2%
18	First Choice	88	97	92	Loved, not chosen	0%
19	Expedia	90	87	94	Fading	0%
20	Inghams	84	92	87	Fading	0%
21	Barrhead Travel	77	85	93	Fading	0%
22	Hays Travel	77	85	93	Fading	0%
23	On the Beach	84	81	85	Fading	5%
24	Cosmos	77	85	90	Fading	0%
25	Travel Republic	74	75	82	Fading	0%
26	Loveholidays	74	74	82	Fading	0%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 26 package holidays, cruises & tours brands, measured across 60 AI answers in the latest weekly run.

Health

Pain Relief edition ▶upset

Calpol holds the strongest desire profile in pain relief — complete desire. The brand AI names most often is Ibuprofen, not the category's market leader. Across these brands, affinity tracks being named most closely (rho 0.53, 41 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Calpol	104	111	111	Complete desire	0%
2	Nurofen	104	99	111	Performance brand	15%
3	Paracetamol	88	109	126	Habit, not love	73%
4	Ibuprofen	93	105	122	Habit, not love	88%
5	Boots	100	105	111	Habit, not love	5%
6	Advil	101	99	110	Habit, not love	2%
7	Panadol	91	99	111	Habit, not love	12%
8	Aspirin	88	104	112	Habit, not love	42%
9	Voltarol	94	99	108	Habit, not love	10%
10	Biofreeze	99	97	104	Habit, not love	2%
11	Anadin	91	97	108	Habit, not love	2%
12	Solpadeine	94	97	104	Habit, not love	0%
13	Disprin	94	97	108	Habit, not love	0%
14	Hedex	91	97	108	Habit, not love	0%
15	Excedrin	94	97	104	Habit, not love	0%
16	Ibuleve	94	94	105	Habit, not love	3%
17	Dioralyte	91	99	104	Habit, not love	0%
18	Feminax	91	104	104	Habit, not love	2%
19	Voltaren	97	98	103	Category default	10%
20	Superdrug	90	92	104	Habit, not love	3%
21	Tesco	84	92	108	Habit, not love	0%
22	Aleve	93	97	104	Habit, not love	2%
23	Tiger Balm	87	104	101	Quietly trusted	3%
24	Sainsbury's	80	92	104	Habit, not love	0%
25	Asda	80	92	104	Habit, not love	0%
26	Morrisons	80	92	104	Habit, not love	0%
27	LloydsPharmacy	83	92	100	Habit, not love	0%
28	Imigran	91	87	92	Fading	2%
29	Aldi	80	89	100	Habit, not love	0%
30	Lidl	80	89	100	Habit, not love	0%
31	Galpharm	80	89	100	Habit, not love	0%
32	Well	80	89	94	Fading	33%
33	Rowlands Pharmacy	80	89	94	Fading	0%
34	Almus	77	85	100	Habit, not love	0%
35	Motusol	84	85	97	Habit, not love	2%
36	Deep Freeze	84	85	94	Fading	2%
37	Midrid	84	85	90	Fading	0%
38	Vimovo	84	85	87	Fading	0%
39	Celebrex	84	85	87	Fading	0%
40	Arcoxia	84	85	87	Fading	0%
41	Ice Storm	75	75	83	Fading	0%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 41 pain relief brands, measured across 60 AI answers in the latest weekly run.

Retail

Parcel Delivery edition ▶

Royal Mail holds the strongest desire profile in parcel delivery — complete desire. Across these brands, affinity tracks being named most closely (rho 0.64, 24 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Royal Mail	106	118	114	Complete desire	92%
2	Amazon Logistics	116	104	115	Complete desire	3%
3	DHL	109	107	107	Complete desire	43%
4	DPD	110	101	108	Performance brand	63%
5	UPS	106	108	105	Complete desire	28%
6	FedEx	109	108	105	Complete desire	17%
7	InPost	113	97	105	Performance brand	15%
8	DPD Local	106	98	108	Performance brand	0%
9	CitySprint	106	97	107	Performance brand	7%
10	Parcel2Go	97	87	104	Habit, not love	10%
11	Evri	91	84	97	Habit, not love	55%
12	APC Overnight	87	89	100	Habit, not love	0%
13	Parcelforce	84	92	94	Fading	53%
14	TNT	88	91	90	Fading	0%
15	Huboo	91	82	93	Fading	0%
16	CollectPlus	77	78	89	Fading	0%
17	Whistl	80	78	83	Fading	0%
18	Yodel	78	75	85	Fading	25%
19	Palletways	80	75	79	Fading	0%
20	Pallet-Force	80	75	79	Fading	0%
21	UK Mail	75	75	80	Fading	0%
22	DX	70	75	79	Fading	0%
23	XDP Express	68	68	72	Fading	0%
24	Securicor	65	75	67	Fading	0%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 24 parcel delivery brands, measured across 60 AI answers in the latest weekly run.

Finance

Payments & BNPL edition ▶upset

Apple Pay holds the strongest desire profile in payments & bnpl — complete desire. The brand AI names most often is Apple Pay, not the category's market leader. Across these brands, attraction tracks being named most closely (rho 0.76, 24 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Apple Pay	126	116	119	Complete desire	55%
2	Stripe	125	107	112	Complete desire	12%
3	Visa	113	115	116	Complete desire	7%
4	Mastercard	113	115	116	Complete desire	7%
5	Revolut	125	101	112	Performance brand	32%
6	Google Pay	113	107	115	Complete desire	55%
7	Wise	116	104	112	Complete desire	23%
8	Monzo	117	101	110	Performance brand	22%
9	Klarna	120	98	107	Performance brand	7%
10	Starling Bank	112	104	107	Complete desire	17%
11	PayPal	106	108	107	Complete desire	45%
12	Samsung Pay	109	102	107	Performance brand	13%
13	Adyen	109	101	107	Performance brand	5%
14	Venmo	103	98	103	Category default	0%
15	ClearPay	103	91	101	Magnetic but unbought	3%
16	Payoneer	97	97	100	Category default	3%
17	Cash App	103	91	98	Magnetic but unbought	7%
18	Amazon Pay	96	95	98	Habit, not love	5%
19	Zilch	104	85	98	Magnetic but unbought	2%
20	Barclaycard	86	104	97	Quietly trusted	7%
21	Santander	86	101	97	Quietly trusted	0%
22	Worldpay	87	97	96	Loved, not chosen	3%
23	Skrill	83	85	89	Fading	2%
24	Neteller	83	85	89	Fading	0%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 24 payments & bnpl brands, measured across 60 AI answers in the latest weekly run.

Finance

Pensions edition ▶upset

Aviva holds the strongest desire profile in pensions — loved, not chosen. The brand AI names most often is Legal & General, not the category's market leader. Across these brands, attraction tracks being named most closely (rho 0.92, 5 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Aviva	87	97	92	Loved, not chosen	5%
2	Legal & General	87	97	92	Loved, not chosen	7%
3	Fidelity International	87	97	92	Loved, not chosen	5%
4	NEST	86	91	93	Fading	3%
5	Peoples Pension	84	91	92	Fading	2%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 5 pensions brands, measured across 60 AI answers in the latest weekly run.

Pets

Pet Care edition ▶

Butternut Box holds the strongest desire profile in pet care — complete desire. Across these brands, attachment tracks being named most closely (rho 0.30, 41 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Butternut Box	130	114	118	Complete desire	5%
2	Lily's Kitchen	123	121	108	Complete desire	3%
3	Tails.com	120	104	114	Complete desire	7%
4	Pure Pet Food	123	111	107	Complete desire	3%
5	YuMOVE	116	111	108	Complete desire	3%
6	Mutts and Hounds	116	114	104	Complete desire	0%
7	PetsPyjamas	109	99	104	Performance brand	0%
8	Ceva Animal Health	112	107	97	Magnetic but unbought	0%
9	Royal Canin	106	107	104	Complete desire	12%
10	Pets at Home	99	105	108	Habit, not love	15%
11	Burns Pet Nutrition	101	111	100	Quietly trusted	2%
12	Purina	100	105	107	Habit, not love	10%
13	Wahl	104	105	101	Quietly trusted	3%
14	Zooplus	96	95	111	Habit, not love	10%
15	Natures Menu	101	107	101	Quietly trusted	0%
16	Medivet	99	99	103	Category default	0%
17	VioVET	99	97	107	Habit, not love	7%
18	Christies Direct	99	97	107	Habit, not love	0%
19	Tesco	91	104	108	Habit, not love	8%
20	Vets4Pets	99	97	103	Category default	0%
21	Bitiba	93	91	111	Habit, not love	2%
22	Harringtons	97	99	104	Habit, not love	7%
23	Butcher's	94	104	104	Habit, not love	2%
24	Monster Pet Supplies	90	92	108	Habit, not love	0%
25	PetShop.co.uk	90	92	108	Habit, not love	7%
26	Hyperdrug	90	92	107	Habit, not love	0%
27	Skinner's	91	98	103	Habit, not love	5%
28	Jollyes	90	92	101	Habit, not love	3%
29	James Wellbeloved	91	97	97	Quietly trusted	2%
30	Oneisall	91	85	94	Fading	5%
31	Time for Paws	87	89	97	Habit, not love	0%
32	Fetch	84	81	100	Habit, not love	2%
33	Pets Choice	84	89	97	Habit, not love	0%
34	Sainsbury's	84	92	97	Habit, not love	0%
35	Aldi	84	89	98	Habit, not love	7%
36	Wagg	84	89	104	Habit, not love	3%
37	Animed Direct	84	81	97	Habit, not love	2%
38	Asda	77	89	101	Habit, not love	5%
39	Pet Drugs Online	84	81	97	Habit, not love	2%
40	Groomers	84	82	94	Fading	8%
41	Morrisons	75	89	94	Fading	3%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 41 pet care brands, measured across 60 AI answers in the latest weekly run.

Pets

Pet Insurance edition ▶

Petplan holds the strongest desire profile in pet insurance — complete desire. Across these brands, attachment tracks being named most closely (rho 0.66, 6 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Petplan	109	114	114	Complete desire	22%
2	ManyPets	109	98	105	Performance brand	17%
3	Perfect Pet	104	94	107	Performance brand	5%
4	BASC	99	107	97	Quietly trusted	5%
5	Agria	97	104	98	Quietly trusted	18%
6	NFU Mutual	90	99	97	Quietly trusted	3%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 6 pet insurance brands, measured across 60 AI answers in the latest weekly run.

Finance

Price Comparison Sites edition ▶upset

Money Saving Expert holds the strongest desire profile in price comparison sites — complete desire. The brand AI names most often is Money.co.uk, not the category's market leader. Across these brands, attraction tracks being named most closely (rho 0.51, 11 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Money Saving Expert	104	107	111	Complete desire	7%
2	Compare the Market	100	94	105	Habit, not love	13%
3	MoneySuperMarket	91	89	103	Habit, not love	12%
4	Uswitch	91	92	103	Habit, not love	0%
5	Tesco Bank	84	97	97	Quietly trusted	3%
6	Money.co.uk	88	87	97	Habit, not love	27%
7	Confused.com	86	85	97	Habit, not love	10%
8	Go.Compare	87	85	97	Habit, not love	7%
9	Go-Compare	87	85	97	Habit, not love	0%
10	Quotezone	77	78	94	Fading	0%
11	CompareNI	77	78	94	Fading	0%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 11 price comparison sites brands, measured across 60 AI answers in the latest weekly run.

Health

Private Healthcare edition ▶upset

Cleveland Clinic London holds the strongest desire profile in private healthcare — complete desire. The brand AI names most often is Bupa, not the category's market leader. Across these brands, attachment tracks being named most closely (rho 0.47, 31 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Cleveland Clinic London	126	111	105	Complete desire	2%
2	The London Clinic	119	114	108	Complete desire	0%
3	Moorfields Private	120	118	103	Magnetic but unbought	2%
4	Bupa	113	118	108	Complete desire	20%
5	HCA Healthcare	117	108	107	Complete desire	8%
6	Royal Marsden Private Care	113	128	103	Quietly trusted	0%
7	Scan.com	116	99	114	Performance brand	2%
8	Aviva	107	112	108	Complete desire	15%
9	Barts Health Private Care	112	114	100	Quietly trusted	0%
10	GenesisCare	116	104	100	Magnetic but unbought	0%
11	Spire Healthcare	104	107	108	Complete desire	18%
12	Nuffield Health	104	108	108	Complete desire	15%
13	Practice Plus Group	106	101	110	Performance brand	8%
14	Cromwell Hospital	112	107	103	Magnetic but unbought	2%
15	AXA Health	106	107	107	Complete desire	18%
16	Vitality	110	105	105	Complete desire	12%
17	WPA	106	107	107	Complete desire	2%
18	King Edward VII's Hospital	104	128	97	Quietly trusted	3%
19	RAMSAY HEALTH CARE	104	104	104	Complete desire	7%
20	Vista Health	106	94	108	Performance brand	2%
21	Portland Hospital	109	107	97	Magnetic but unbought	8%
22	Circle Health Group	101	97	104	Habit, not love	15%
23	Benenden Hospital	97	107	105	Quietly trusted	2%
24	The Exeter	97	107	101	Quietly trusted	2%
25	Lindo Wing	109	104	89	Magnetic but unbought	2%
26	Newson Health	99	107	92	Quietly trusted	0%
27	Centric Health	91	99	97	Quietly trusted	0%
28	One Healthcare	90	99	97	Quietly trusted	0%
29	Aspen Healthcare	90	95	97	Habit, not love	0%
30	New Victoria Hospital	90	107	92	Loved, not chosen	3%
31	Kinvara Private Hospital	94	99	86	Loved, not chosen	2%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 31 private healthcare brands, measured across 60 AI answers in the latest weekly run.

Technology

Productivity Apps edition ▶upset

Todoist holds the strongest desire profile in productivity apps — complete desire. The brand AI names most often is Apple Notes, not the category's market leader. Across these brands, attachment tracks being named most closely (rho 0.39, 32 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Todoist	122	125	123	Complete desire	25%
2	Notion	128	118	111	Complete desire	40%
3	Obsidian	126	116	112	Complete desire	28%
4	Things 3	119	124	115	Complete desire	32%
5	Tiimo	122	121	111	Complete desire	5%
6	TickTick	119	112	116	Complete desire	18%
7	Google Calendar	113	115	125	Complete desire	23%
8	Trello	109	118	122	Complete desire	7%
9	Calendly	113	114	118	Complete desire	5%
10	Apple Notes	109	118	119	Complete desire	58%
11	Motion	120	114	101	Magnetic but unbought	7%
12	Cal.com	113	107	115	Complete desire	3%
13	Apple Reminders	109	114	118	Complete desire	52%
14	Streaks	112	114	115	Complete desire	13%
15	Cozi	101	124	118	Quietly trusted	5%
16	FamilyWall	109	114	115	Complete desire	5%
17	Sunsama	113	114	107	Complete desire	7%
18	TidyCal	109	109	118	Complete desire	5%
19	Asana	109	111	110	Complete desire	7%
20	Microsoft OneNote	103	112	116	Habit, not love	23%
21	Microsoft To Do	100	114	122	Habit, not love	33%
22	Notesnook	110	109	111	Complete desire	7%
23	Logseq	112	114	101	Quietly trusted	5%
24	Standard Notes	107	111	103	Quietly trusted	7%
25	Joplin	107	104	110	Complete desire	10%
26	Google Tasks	97	109	118	Habit, not love	17%
27	Google Keep	94	109	118	Habit, not love	48%
28	Habitica	106	107	101	Quietly trusted	8%
29	Productive	104	107	107	Complete desire	2%
30	Roam Research	113	99	87	Magnetic but unbought	5%
31	Loop Habit Tracker	97	107	115	Habit, not love	5%
32	Evernote	94	108	97	Quietly trusted	13%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 32 productivity apps brands, measured across 60 AI answers in the latest weekly run.

Property

Property Portals & Agents edition ▶

Rightmove holds the strongest desire profile in property portals & agents — habit, not love. Across these brands, attachment tracks being named most closely (rho 0.64, 6 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Rightmove	103	104	108	Habit, not love	30%
2	OpenRent	106	95	108	Performance brand	3%
3	Bellway	104	107	101	Quietly trusted	2%
4	Zoopla	103	99	104	Habit, not love	30%
5	OnTheMarket	99	97	101	Category default	22%
6	PrimeLocation	90	89	100	Habit, not love	2%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 6 property portals & agents brands, measured across 60 AI answers in the latest weekly run.

Sport

Running Shoes edition ▶upset

Adidas holds the strongest desire profile in running shoes — magnetic but unbought. The brand AI names most often is Asics, not the category's market leader. Across these brands, attachment tracks being named most closely (rho 0.82, 8 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Adidas	120	111	97	Magnetic but unbought	17%
2	Hoka	116	109	108	Complete desire	30%
3	Nike	120	111	94	Magnetic but unbought	17%
4	New Balance	106	112	112	Complete desire	30%
5	Asics	109	107	110	Complete desire	43%
6	Saucony	107	109	108	Complete desire	28%
7	Salomon	109	109	104	Complete desire	10%
8	Brooks	101	109	108	Quietly trusted	30%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 8 running shoes brands, measured across 60 AI answers in the latest weekly run.

Technology

Security Software & VPNs edition ▶upset

1Password holds the strongest desire profile in security software & vpns — complete desire. The brand AI names most often is Microsoft Defender, not the category's market leader. Across these brands, attachment tracks being named most closely (rho 0.10, 52 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	1Password	126	125	116	Complete desire	5%
2	Have I Been Pwned	120	121	119	Complete desire	2%
3	ProtonVPN	126	118	114	Complete desire	0%
4	ExpressVPN	123	118	111	Complete desire	0%
5	Bitwarden	116	118	116	Complete desire	5%
6	NordVPN	120	111	111	Complete desire	0%
7	Google Family Link	116	114	114	Complete desire	5%
8	SentinelOne	126	107	105	Complete desire	2%
9	Microsoft Defender	107	108	116	Complete desire	33%
10	Malwarebytes	109	111	111	Complete desire	3%
11	Surfshark	116	99	108	Performance brand	2%
12	Keeper Security	113	107	105	Complete desire	2%
13	Trezor	116	111	100	Magnetic but unbought	2%
14	Sophos	112	107	105	Complete desire	5%
15	VeraCrypt	112	111	103	Magnetic but unbought	5%
16	7-Zip	101	111	118	Habit, not love	5%
17	GnuPG	109	118	100	Quietly trusted	2%
18	Ledger	116	104	103	Magnetic but unbought	3%
19	Bitdefender	107	104	110	Complete desire	30%
20	Cryptomator	113	107	100	Magnetic but unbought	3%
21	OpenDNS	106	107	105	Complete desire	0%
22	ClearScore	106	104	108	Complete desire	2%
23	F-Secure	101	114	103	Quietly trusted	2%
24	CyberGhost	104	104	108	Complete desire	0%
25	Norton	103	105	104	Quietly trusted	27%
26	Kaspersky	107	94	105	Performance brand	8%
27	Intego	106	107	100	Quietly trusted	0%
28	Private Internet Access	101	107	103	Quietly trusted	0%
29	CleanBrowsing	104	99	105	Performance brand	0%
30	Dashlane	104	99	103	Magnetic but unbought	2%
31	FileVault	101	101	104	Habit, not love	10%
32	CrowdStrike	112	97	92	Magnetic but unbought	5%
33	BitLocker	99	99	105	Habit, not love	12%
34	Cifas	97	107	97	Quietly trusted	8%
35	Experian	99	104	98	Quietly trusted	10%
36	TransUnion	99	104	100	Quietly trusted	8%
37	LastPass	97	99	100	Category default	0%
38	Trend Micro	96	99	101	Habit, not love	2%
39	Avast	94	98	98	Quietly trusted	13%
40	ESET	94	97	98	Habit, not love	8%
41	Equifax	94	99	96	Loved, not chosen	8%
42	Credit Karma	94	97	100	Habit, not love	2%
43	Webroot	94	92	97	Habit, not love	0%
44	Atlas VPN	94	89	97	Habit, not love	0%
45	Avira	90	97	97	Quietly trusted	0%
46	AVG	87	92	97	Habit, not love	2%
47	AxCrypt	90	92	94	Fading	0%
48	Panda Security	87	92	94	Fading	0%
49	McAfee	87	89	90	Fading	22%
50	TotalAV	84	78	89	Fading	0%
51	BullGuard	62	71	69	Fading	0%
52	age	61	68	64	Fading	5%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 52 security software & vpns brands, measured across 60 AI answers in the latest weekly run.

Technology

Smartphones edition ▶upset

Apple holds the strongest desire profile in smartphones — complete desire. The brand AI names most often is Samsung, not the category's market leader. Across these brands, attraction tracks being named most closely (rho 0.58, 23 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Apple	125	121	112	Complete desire	45%
2	Samsung	123	118	114	Complete desire	62%
3	Ulefone	120	107	118	Complete desire	5%
4	Crosscall	120	107	125	Complete desire	2%
5	Oukitel	116	107	125	Complete desire	2%
6	Google	120	111	105	Complete desire	50%
7	OnePlus	115	99	101	Magnetic but unbought	13%
8	Sony	106	111	94	Magnetic but unbought	2%
9	Asus	112	104	94	Magnetic but unbought	0%
10	Huawei	113	99	94	Magnetic but unbought	0%
11	Nothing	119	92	92	Magnetic but unbought	5%
12	Oppo	112	97	93	Magnetic but unbought	8%
13	Xiaomi	106	91	97	Magnetic but unbought	18%
14	Honor	110	94	93	Magnetic but unbought	7%
15	Vivo	109	92	92	Magnetic but unbought	5%
16	Nokia	84	107	105	Habit, not love	2%
17	CAT	97	99	94	Loved, not chosen	0%
18	Motorola	91	97	97	Quietly trusted	7%
19	Realme	94	85	94	Fading	0%
20	Lenovo	91	97	92	Loved, not chosen	0%
21	Redmi	90	89	100	Habit, not love	2%
22	TCL	80	82	92	Fading	0%
23	ZTE	83	82	83	Fading	0%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 23 smartphones brands, measured across 60 AI answers in the latest weekly run.

Drink

Soft Drinks edition ▶upset

Dr Pepper holds the strongest desire profile in soft drinks — complete desire. The brand AI names most often is Fanta, not the category's market leader. Across these brands, attachment tracks being named most closely (rho 0.29, 41 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Dr Pepper	128	125	115	Complete desire	5%
2	Fentimans	126	125	107	Complete desire	2%
3	Coca-Cola	123	119	114	Complete desire	42%
4	Irn-Bru	119	125	111	Complete desire	2%
5	Monster	128	111	111	Complete desire	0%
6	Belvoir Farm	123	125	97	Quietly trusted	3%
7	San Pellegrino	117	119	111	Complete desire	12%
8	Perrier	116	121	107	Complete desire	2%
9	Red Bull	126	111	101	Magnetic but unbought	0%
10	Lucozade	116	111	111	Complete desire	2%
11	Ribena	109	118	111	Complete desire	2%
12	Orangina	113	114	101	Quietly trusted	0%
13	Luscombe	116	121	87	Magnetic but unbought	0%
14	Cawston Press	112	118	97	Quietly trusted	2%
15	Pepsi	112	109	105	Complete desire	32%
16	Aqua Libra	112	111	101	Magnetic but unbought	2%
17	Mountain Dew	112	104	107	Complete desire	2%
18	Dash Water	112	112	93	Magnetic but unbought	8%
19	Genki Forest	120	99	93	Magnetic but unbought	0%
20	Fanta	106	104	108	Complete desire	43%
21	Hildon	101	118	97	Quietly trusted	2%
22	Sprite	100	104	108	Habit, not love	43%
23	Canada Dry	99	111	107	Quietly trusted	2%
24	Tango	104	99	101	Magnetic but unbought	8%
25	Harrogate	91	114	101	Quietly trusted	0%
26	Shloer	97	107	101	Quietly trusted	0%
27	Schweppes	96	104	104	Habit, not love	2%
28	Appletiser	103	101	93	Magnetic but unbought	7%
29	Dalston's	101	109	87	Quietly trusted	0%
30	Highland Spring	90	111	107	Habit, not love	0%
31	Vimto	97	104	97	Quietly trusted	3%
32	Ting	101	99	93	Magnetic but unbought	0%
33	Lilt	97	99	93	Loved, not chosen	0%
34	Old Jamaica	99	97	93	Magnetic but unbought	3%
35	Virgil's	104	104	79	Magnetic but unbought	2%
36	Rubicon	97	92	94	Magnetic but unbought	5%
37	7 Up	88	97	97	Quietly trusted	12%
38	Mirinda	90	92	97	Habit, not love	0%
39	Barr	83	97	101	Habit, not love	2%
40	Rio	84	89	93	Fading	0%
41	R. White's	74	92	87	Fading	2%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 41 soft drinks brands, measured across 60 AI answers in the latest weekly run.

Entertainment

Streaming Services edition ▶

BBC iPlayer holds the strongest desire profile in streaming services — complete desire. Across these brands, affinity tracks being named most closely (rho 0.60, 45 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	BBC iPlayer	117	129	122	Complete desire	25%
2	YouTube	120	116	126	Complete desire	18%
3	MUBI	126	121	104	Complete desire	12%
4	Netflix	119	115	112	Complete desire	67%
5	The Criterion Channel	120	124	105	Complete desire	5%
6	Spotify	119	115	116	Complete desire	8%
7	Channel 4	110	114	105	Complete desire	12%
8	Crunchyroll	112	109	108	Complete desire	0%
9	Apple Music	113	108	108	Complete desire	5%
10	BFI Player	110	119	97	Quietly trusted	12%
11	Sky Sports	115	118	93	Magnetic but unbought	8%
12	Disney+	107	109	103	Quietly trusted	7%
13	Amazon Prime Video	101	108	111	Habit, not love	52%
14	Kanopy	106	107	105	Complete desire	7%
15	Plex	106	102	105	Performance brand	0%
16	BBC Select	103	118	97	Quietly trusted	2%
17	Amazon Music	99	107	108	Habit, not love	5%
18	Max	106	99	96	Magnetic but unbought	13%
19	Sky Go	96	114	94	Loved, not chosen	23%
20	Curzon Home Cinema	103	109	92	Quietly trusted	7%
21	MagellanTV	100	99	97	Category default	3%
22	Tidal	106	95	92	Magnetic but unbought	3%
23	Apple TV+	107	88	92	Magnetic but unbought	22%
24	TNT Sports	101	107	87	Quietly trusted	12%
25	Paramount+	93	104	97	Quietly trusted	0%
26	NOW	96	101	94	Loved, not chosen	25%
27	Tubi	90	89	111	Habit, not love	2%
28	Discovery+	91	99	97	Quietly trusted	0%
29	Curiosity Stream	93	97	97	Quietly trusted	8%
30	Arrow Player	101	89	87	Magnetic but unbought	3%
31	ITVX	88	99	96	Loved, not chosen	5%
32	UKTV Play	84	97	97	Quietly trusted	2%
33	Pluto TV	84	82	103	Habit, not love	0%
34	BritBox	83	97	90	Loved, not chosen	5%
35	Samsung TV Plus	84	85	97	Habit, not love	0%
36	Rakuten TV	84	85	92	Fading	0%
37	hayu	84	85	92	Fading	0%
38	Fandor	90	85	85	Fading	2%
39	My5	77	89	96	Fading	10%
40	Lionsgate+	84	85	87	Fading	0%
41	S4C Clic	84	89	87	Fading	0%
42	IndieFlix	87	82	83	Fading	2%
43	Crime+Investigation	83	89	87	Fading	2%
44	STV Player	77	89	90	Fading	0%
45	LG Channels	80	81	89	Fading	0%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 45 streaming services brands, measured across 60 AI answers in the latest weekly run.

Grocery

Supermarkets edition ▶

Marks & Spencer holds the strongest desire profile in supermarkets — quietly trusted. Across these brands, affinity tracks being named most closely (rho 0.80, 21 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Marks & Spencer	107	111	98	Quietly trusted	8%
2	Ocado	104	94	103	Magnetic but unbought	10%
3	Tesco	91	95	101	Habit, not love	35%
4	Boots	84	99	105	Habit, not love	2%
5	Sainsbury's	88	95	96	Fading	22%
6	Waitrose	93	98	92	Loved, not chosen	15%
7	Amazon Fresh	97	78	94	Magnetic but unbought	2%
8	Asda	78	82	94	Fading	27%
9	Morrisons	78	84	93	Fading	20%
10	Aldi	81	80	89	Fading	13%
11	Lidl	81	80	89	Fading	10%
12	Co-op	75	82	87	Fading	5%
13	Iceland	72	78	80	Fading	2%
14	Home Bargains	65	68	80	Fading	0%
15	B&M	65	64	79	Fading	0%
16	SPAR	62	68	73	Fading	0%
17	Costcutter	62	64	73	Fading	0%
18	Poundland	58	64	76	Fading	0%
19	Nisa	62	64	72	Fading	0%
20	Londis	62	64	72	Fading	0%
21	Budgens	62	64	72	Fading	0%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 21 supermarkets brands, measured across 60 AI answers in the latest weekly run.

Education

Universities edition ▶upset

University of Oxford holds the strongest desire profile in universities — complete desire. The brand AI names most often is University of Oxford, not the category's market leader. Across these brands, affinity tracks being named most closely (rho 0.55, 7 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	University of Oxford	132	132	104	Complete desire	22%
2	University of Cambridge	132	132	104	Complete desire	20%
3	University of Manchester	122	121	111	Complete desire	8%
4	University College London	122	121	111	Complete desire	13%
5	University of St Andrews	113	128	111	Complete desire	10%
6	Imperial College London	120	115	97	Magnetic but unbought	13%
7	University of Edinburgh	113	121	104	Complete desire	17%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 7 universities brands, measured across 60 AI answers in the latest weekly run.

Entertainment

Video Games edition ▶

Steam Deck holds the strongest desire profile in video games — complete desire. Across these brands, affinity tracks being named most closely (rho 0.77, 8 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Steam Deck	128	107	108	Complete desire	7%
2	Nintendo	119	119	101	Magnetic but unbought	77%
3	PlayStation	116	111	98	Magnetic but unbought	87%
4	Xbox	112	108	104	Complete desire	78%
5	Steam	106	107	107	Complete desire	17%
6	GOG	104	104	101	Magnetic but unbought	5%
7	Amazon Prime Gaming	97	99	108	Habit, not love	2%
8	Electronic Arts	91	92	90	Fading	12%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 8 video games brands, measured across 60 AI answers in the latest weekly run.

Health

Vitamins & Supplements edition ▶upset

Optimum Nutrition holds the strongest desire profile in vitamins & supplements — quietly trusted. The brand AI names most often is Boots, not the category's market leader. Across these brands, attachment tracks being named most closely (rho 0.28, 40 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Optimum Nutrition	99	109	97	Quietly trusted	0%
2	Boots	87	107	94	Loved, not chosen	8%
3	Healthspan	94	99	97	Quietly trusted	2%
4	Tesco	91	98	104	Habit, not love	5%
5	Solgar	94	114	87	Loved, not chosen	0%
6	Bulk	91	95	101	Habit, not love	2%
7	Sainsbury's	87	92	97	Habit, not love	2%
8	Asda	87	92	97	Habit, not love	3%
9	Morrisons	87	92	97	Habit, not love	2%
10	Vitabiotics	91	95	93	Fading	7%
11	Lamberts	87	99	93	Loved, not chosen	0%
12	iHerb	87	92	97	Habit, not love	0%
13	Seven Seas	87	107	87	Loved, not chosen	5%
14	Doctor's Best	94	92	93	Fading	2%
15	Transparent Labs	99	99	83	Magnetic but unbought	0%
16	Centrum	83	107	93	Loved, not chosen	3%
17	Science in Sport	93	95	87	Fading	0%
18	Holland & Barrett	80	99	90	Loved, not chosen	7%
19	Superdrug	87	92	90	Fading	3%
20	Myprotein	87	89	94	Fading	2%
21	Dr.Vegan	90	99	83	Loved, not chosen	0%
22	Nature's Bounty	80	92	93	Fading	0%
23	Wild Nutrition	91	99	79	Loved, not chosen	0%
24	Viridian Nutrition	94	95	79	Fading	3%
25	Pharma Nord	94	92	83	Fading	2%
26	Nature's Best	87	99	83	Loved, not chosen	0%
27	Sports Research	94	92	83	Fading	0%
28	MuscleNation	91	92	83	Fading	0%
29	Vegetology	91	95	79	Fading	3%
30	BioCare	94	92	79	Fading	0%
31	Swanson Health	80	85	93	Fading	0%
32	Protein World	84	92	83	Fading	0%
33	Nu U Nutrition	80	85	87	Fading	0%
34	Ethical Nutrition	87	95	73	Fading	2%
35	Premier Protein	80	85	83	Fading	0%
36	Vegan Vitality	80	85	79	Fading	2%
37	Vimerson Health	80	85	83	Fading	0%
38	Natures Zest	80	85	79	Fading	0%
39	BioNutrica	80	85	79	Fading	2%
40	RunnerVits	80	85	79	Fading	0%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 40 vitamins & supplements brands, measured across 60 AI answers in the latest weekly run.

Luxury

Watches & Jewellery edition ▶

Patek Philippe holds the strongest desire profile in watches & jewellery — complete desire. Across these brands, attachment tracks being named most closely (rho 0.71, 26 brands).

#	Brand	Attraction	Affinity	Attachment	Desire shape	Named in
1	Patek Philippe	133	131	104	Complete desire	20%
2	A. Lange & Söhne	139	128	101	Magnetic but unbought	2%
3	Cartier	126	128	108	Complete desire	17%
4	Audemars Piguet	133	126	101	Magnetic but unbought	8%
5	Vacheron Constantin	130	129	103	Magnetic but unbought	3%
6	Tiffany & Co.	120	126	112	Complete desire	2%
7	Jaeger-LeCoultre	129	125	101	Magnetic but unbought	7%
8	Breguet	133	122	98	Magnetic but unbought	5%
9	Bulgari	129	119	101	Magnetic but unbought	0%
10	Van Cleef & Arpels	128	121	101	Magnetic but unbought	2%
11	Blancpain	126	121	100	Magnetic but unbought	0%
12	Grand Seiko	125	115	105	Complete desire	5%
13	Rolex	119	121	105	Complete desire	30%
14	Omega	116	116	108	Complete desire	20%
15	IWC Schaffhausen	117	119	101	Quietly trusted	7%
16	Girard-Perregaux	123	118	96	Magnetic but unbought	0%
17	Tudor	110	111	105	Complete desire	8%
18	Zenith	119	111	97	Magnetic but unbought	0%
19	Hublot	123	104	94	Magnetic but unbought	0%
20	Ulysse Nardin	123	108	94	Magnetic but unbought	0%
21	Piaget	116	112	94	Magnetic but unbought	0%
22	Panerai	112	108	96	Magnetic but unbought	3%
23	Breitling	110	108	100	Magnetic but unbought	5%
24	Chopard	107	112	97	Quietly trusted	0%
25	TAG Heuer	106	105	98	Magnetic but unbought	5%
26	Bremont	100	98	93	Magnetic but unbought	0%

Indexed against the average of every indexed brand in the whole index — 1,755 brands across 63 categories — so 100 is the average brand anywhere here and a number reads the same on every board. 26 watches & jewellery brands, measured across 60 AI answers in the latest weekly run.

Method & limitations

Every week, each category runs a fixed set of unbranded consumer prompts against ChatGPT, Claude and Gemini. A separate model reads the answers and scores every brand named in them across 16 perception dimensions, 0–10. Those dimensions are grouped into the three Drivers of Desire from the Havas Science of Desire framework, and each brand's driver score is indexed against the average of every indexed brand across every category in the index — 100 is the average brand anywhere in the index, 115 is fifteen per cent above it, and because every board shares that one denominator, brands and categories can be read against each other. Each category's own average, indexed the same way, is its place in the category table.

This measures how AI assistants describe brands in their answers. It is not a survey of people, and it is not an endorsement: the scores are a reading of machine-generated text at the time of the run, and relationships between drivers and how often a brand is named are correlational. A brand needs at least six scored dimensions in a run to be indexed, and a category needs at least four such brands to get a board. See the full methodology.

Where next

This board measures what AI wants from a brand. These answer what comes next — which brands AI names, which websites feed those answers, and how any of it is counted.

Live leaderboards The Category Index The board behind the story — every category ranked: brand visibility, citation share and how often a read page actually gets cited. Refreshed weekly Data story The Category Report How AI shops for Britain: the brands ChatGPT, Claude and Gemini actually recommend across 20 consumer categories, told as an animated story. Refreshed weekly Live leaderboard The GEO Index The websites AI search cites most — every model aggregated, with weekly movers and per-model and per-market editions. Updated hourly Explorer The AI Source Index Dig into which sources each model trusts, filterable by market — compiled into a quarterly report you can download as PowerPoint or PDF. Updated hourly Journal Analysis & articles The data journalism series — weekly citation movers, model vs model, what gets cited and why. Every edition reviewed before it publishes. New articles weekly Reference Methodology How every number is measured: real AI answers, counted not estimated, with sample sizes and limitations stated on every page. The rules behind it all Start here Insights overview The whole picture in one page: every live board, every data story and every published analysis, with what each one answers. The map of everything

The AI Desire Index

Which categories AI wants most

Bed-in-a-Box Mattresses edition ▶upset

Betting & Gaming edition ▶

Broadband edition ▶upset

Budget Gyms edition ▶upset

Budget Hotels edition ▶

Budgeting & Bookkeeping Apps edition ▶upset

Business Banking edition ▶upset

Car Insurance edition ▶upset

Champagne & Cognac edition ▶upset

Chocolate edition ▶

Cloud Storage & Web Hosting edition ▶upset

Consumer Electronics & Appliances edition ▶upset

Conveyancing, Wills & Probate edition ▶

Credit Cards edition ▶

Dental Care edition ▶upset

Dermatological Skincare edition ▶

Digital Current Accounts edition ▶

Discount Stores edition ▶

Electric Cars edition ▶

Energy Suppliers edition ▶

Fashion & Clothing edition ▶

Fashion & Leather Goods edition ▶upset

Fitted Kitchens edition ▶upset

Food Delivery edition ▶

Food-to-Go & Bakeries edition ▶

Fragrance & Beauty edition ▶upset

Fuel & EV Charging edition ▶upset

Furniture & Homeware edition ▶upset

Haircare edition ▶

Home Insurance edition ▶upset

Household Cleaning Products edition ▶

Investment Platforms edition ▶upset

Job Boards edition ▶upset

Laptops edition ▶

Life Insurance edition ▶

Long-Haul Airlines edition ▶

Luxury SUVs & 4x4s edition ▶upset

Marketplaces & Resale edition ▶

Mobile Networks edition ▶upset

Mortgages edition ▶upset

Online Learning edition ▶

Opticians & Eyecare edition ▶

Package Holidays, Cruises & Tours edition ▶upset

Pain Relief edition ▶upset

Parcel Delivery edition ▶

Payments & BNPL edition ▶upset

Pensions edition ▶upset

Pet Care edition ▶

Pet Insurance edition ▶

Price Comparison Sites edition ▶upset

Private Healthcare edition ▶upset

Productivity Apps edition ▶upset

Property Portals & Agents edition ▶

Running Shoes edition ▶upset

Security Software & VPNs edition ▶upset

Smartphones edition ▶upset

Soft Drinks edition ▶upset

Streaming Services edition ▶

Supermarkets edition ▶

Universities edition ▶upset

Video Games edition ▶

Vitamins & Supplements edition ▶upset

Watches & Jewellery edition ▶

Method & limitations

Where next