The UK's 10 happiest brands

Cadbury has been voted the UK's happiest brand, followed by British toilet roll company Andrex and search engine Google.

The survey asked consumers to identify brands they thought were optimistic or pessimistic, playful or boring, happy or sad and whether or not they were trustworthy and generous.

The study also measured respondents' speed of reply to questions to gauge an emotional or subconscious response.

While YouTube was identified as one of the UK's happiest brands, fellow social media giants Facebook and Twitter only made 72nd and 74th place respectively.

Northern Ireland, Scotland and Wales voted differently for the happiest brand, choosing Amazon, Cadbury and Nutella respectively.

Isobel planning partner Steve Hastings said: ''We believe if we can connect a brand to a feeling of personal happiness, in however small a way, then that brand will have a stronger emotional connection within the consumer and stronger place in his or her long-term memory.

''And so that brand will be better liked, better recalled and chosen more often. So a happy brand will be a successful brand.''

The top 10 happiest brands according to the Isobel index are:

1. Cadbury

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