Prophet's Brand Relevance Index for 2018 has just been published, revealing that PlayStation has jumped six places from its spot at #9 last year to be the third most-relevant brand in the UK. It was beaten only by Apple at #1 and Lego at #2.
Brand and marketing consultancy Prophet surveyed 11,500 consumers in the UK about 240 brands across 27 categories to come up with its relevancy rankings. PlayStation's third-place spot puts it as the only gaming-focused company in the top 10, though other companies with video game-related initiatives scored highly, including Apple in the top spot and other companies such as Google (#4), Amazon (#8), and Android (#10).
Nintendo ranked at #11, two spots higher than last year with the continued success of the Nintendo Switch. Xbox, meanwhile, dropped six spots to #17 as PlayStation has continued to pile on new console-exclusive announcements and releases.
"Our 'For The Players' customer centric focus means we continue to develop award-winning content such as Spider-Man, Horizon Zero Dawn and God of War, all of which are only available on PlayStation," said Usama Al-Qassab, PlayStation VP of marketing. "Exclusive content is married with investment in innovative new ways to play such as 4K HDR, VR, PlayLink, PS Now - our streaming platform - and our community, PS Plus. This enables players to compete or co-operate with one another and enjoy a unique, instant and immersive experience every day so PlayStation can remain the best place to play."
The results of brands in the US have also been published, though gaming had a much more muted presence in that list. In a survey of 12,694 customers on 299 brands, Apple still took the #1 spot. However, the first console brand is PlayStation at #13, and Xbox is down at #25. Nintendo is not listed in the US survey result, though Electronic Arts is at #34.