Netflix sees the greatest improvement in score
Google has topped YouGov Best Brands list for the second year in a row, on YouGov’s annual ranking of the healthiest brands in the nation. The rankings are based on the Index score from YouGov BrandIndex, which constantly measures overall brand health. The score takes into account consumers’ perception of a brand’s overall quality, value, impression, reputation, satisfaction and whether consumers would recommend the brand to others.
Google is not only the healthiest brand in Hong Kong (+36.1), it is also the brand with the highest Index score globally. Instant messaging platform WhatsApp hold its position in second place (+35.7). Other brands familiar to the top ten are multinational financial services provider VISA in fifth (+32.2), and Japanese clothing retailer Uniqlo in sixth (+31.1) – both falling two spots from last year. Video sharing platform YouTube and luxury watchmaker Rolex hold their positions in seventh (+29.1) and eighth (+27.7) respectively.
This year’s rankings sees a number of new entrants from various industries. Public transport provider KMB comes in strong in third (+33.1), local e-commerce platform HKTVmall in fourth (+32.5), sports apparel retailer Nike in eighth (+26.9) and tech conglomerate Apple in tenth (+26.1).
YouGov BrandIndex also reveals the brands that have noted the greatest improvement to their Index score over the past 12 months in Hong Kong. Subscription video-on-demand service Netflix comes up on top with an increase in score of +7.1. Skincare brand Sebamed comes in second (up +5.6) and supermarket chain PARKnSHOP in third (up +4.8).
The improvers list is populated with brands from various industries. Healthcare chain Watsons is in fourth (up +4.5), local fast-food chain Fairwood in fifth (up +3.9), Apple in sixth (up +3.6), telecommunications provider i-CABLE in seventh (up +3.0) and insurance provider Manulife in ninth (up +2.7).
Luxury brands have also shown great improvement in this year’s list. Louis Vuitton in eighth (up +2.9) and Hermès in tenth (up +2.4).
Cindy Chan, General Manager at YouGov Greater China commented: “With businesses hit hard by the pandemic, consumers have looked to big corporations and organisation to respond accordingly. Google has done just that, committing $100 million and technical expertise to the global COVID-19 response. The brand’s efforts sees it holding its spot as Hong Kong’s healthiest brand.”
Google takes the top spot in YouGov’s annual global best brands ranking. Tech brands dominate the top of the list with the search and advertising giant followed by WhatsApp, YouTube, Samsung and Amazon.
With Netflix and Facebook in sixth and seventh respectively, the only non-tech-related brands in the top ten are Singaporean ecommerce platform Shopee (eighth), Swedish retailer IKEA (ninth) and US sportswear titan Nike (tenth).
The rankings are drawn from interviews conducted between October 2019 and September 2020. Each day consumers are asked their view on 581 brands in Australia, which allows YouGov to build a picture of how different brands are perceived by the general public through comparing Index scores – which is a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation.
Impression – whether someone has a positive or negative impression of a brand
Quality – a net measure of whether consumers think the brand represents good or poor quality
Value – a net measure of whether consumers think the brand represents good or poor value for money
Satisfaction – whether someone is a satisfied or dissatisfied customer
Recommend – whether someone would recommend a brand to a friend or not
Reputation – whether someone is proud or embarrassed to work for a brand