The global polling and research firm YouGov has just published the 2016 Mid-Year Best Brand Ranking* for Singapore based on YouGov BrandIndex data. Singapore Airlines is ranked top with the highest buzz score in the first half of 2016, while WhatsApp and Apple iPhone are ranked second and third.
Singapore Airline scores much higher than the next-ranked WhatsApp, which practically ties with Apple iPhone in recognition and positive impressions. The other seven brands rank more closely with each other, all in the high twenties. Singapore Airlines was recently ranked by Jobstreet.com as one of the most coveted employers in Singapore.
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| Source: YouGov. The top 10 brands in Singapore. |
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| Source: YouGov. The top buzz rankings and top buzz improvements in Singapore. |
When it comes to buzz*:
· E-commerce and m-commerce – Qoo10 is the highest ranked brand and Redmart is the top improver by buzz.
· Dining: quick service restaurants (QSR) & casual – McDonald’s is the highest ranked brand and EAT showed the biggest improvements.
· Financial institutions and services – DBS is highest-ranked brand and UBS improved the most.
· Insurance – NTUC Income is highest-ranked and Etiqa saw the most positive change.
· Internet: other – Google is the highest ranked brand and Craigslist, the top improver by buzz in this category.
· Internet: social media – WhatsApp is the highest ranked brand and KakaoTalk is the top improver.
· Mobile devices – Apple iPhone is the highest-ranked and Blackberry made the most positive inroads.
· News – The Straits Times is highest-ranked and Stomp moved up the most. Both are owned by the same publisher.
· Retail: fashion – Uniqlo is the top brand by buzz, and Bershka gets the achievement award.
· Travel: airlines – Singapore Airlines is the leader, and Air Asia improved the most.
· Travel: hotels – Airbnb is the ranked highest brand and also the top improver by buzz in this category.
Interested?
See the detailed methodology, or to see the Best Brand Ranking in other countries and regions
Read the WorkSmart Asia blog posts about DBS' mobile-only bank in India and Blackberry's recent security offering
*YouGov's BrandIndex is a daily measure of brand perception among the public, tracking many brands across multiple sectors simultaneously. Twice a year, YouGov consolidates the data into the Best Brand Ranking across the globe. These 2016 Mid-Year Rankings compare BrandIndex Buzz scores for over 250 brands in Singapore, revealing the brands with the most positive noise in the first half of the year.
Buzz is one of the range of metrics that BrandIndex tracks, in which respondents are asked, “If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?” Buzz scores can range from 100 to -100 and are compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.
Buzz is one of the range of metrics that BrandIndex tracks, in which respondents are asked, “If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?” Buzz scores can range from 100 to -100 and are compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.
