A familiar bottle can get picked up in seconds. The harder task is finding the variant designed for the job, especially when several products share the same name and colours.
In WCRC’s UK Most Powerful 100 Brands 2026 edition, Dettol ranked No. 13 and Domestos ranked No. 86.
Brand Positioning & Recall gives WCRC a way to ask two separate questions. Can shoppers recognise the brand from the front of the pack? Can they also tell what the exact product is for? A useful packaging test would give shoppers a specific household task and ask them to identify the appropriate product and locate its instructions. The comparison should use equivalent tasks within each product range and avoid implying that the products are interchangeable.
The scorecards measure overall brand power. They provide no independent evidence of efficacy or of what shoppers understand from a particular label. For an editor, a clear photograph of both sides of each selected pack and a small comprehension study would add evidence that the ranking cannot supply.