12 February 2017

Indonesian brands dominate in Brandindex 2016 rankings

Source: YouGov Brandindex. Brandindex rankings for 2016 for Indonesia.
Source: YouGov Brandindex. Brandindex rankings for 2016 for Indonesia.

The YouGov Brandindex rankings for 2016 show diversity in Indonesia. It's national carrier Garuda in top place, followed by Samsung and Aqua, the mineral water brand from Danone.

Brands were rated using BrandIndex’s Buzz score* which asks respondents, “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?”

The Buzz Rankings chart shows the brands with the highest average Buzz scores* between January and December 2016.

Source: YouGov Brandindex. Brand reputation improvements in 2016.
Source: YouGov Brandindex. Brand reputation improvements in 2016.

The Buzz Improvers chart ranks the brands with the highest increase in Buzz comparing scores in years 2015 and 2016. Both scores are representative of the general population.

The top Buzz improvers were Air Asia, CNN Indonesia and Malaysia Airlines. Air Asia in particular went from negative territory in 2015 to being seen in a significantly positive light. Malaysia Airlines, also viewed negatively in 2015, made some inroads in improvement.

Other highlights included:

+Social media brands Facebook, YouTube, an Alphabet brand and Instagram, a Facebook brand, scored in the 40s, with Alphabet's Google+ next in line with a score in the mid-twenties. Instagram, YouTube and Pinterest were in the lead for most-improved brands.

+For healthcare and pharma, it was all about Tolak Angin, a herbal medicine used for flu, headache, nausea and flatulence; Panadol and cold medicine Promag.

+In the area of finance, BCA, Bank Mandiri and BNI won out. Insurance players FWD and Aegon made the most gains in Buzz.

+Aqua, Pocari Sweat and Teh Botol Sosro made the top three for beverages. Top improvers were Coca-Cola, Sprite and Kratingdaeng, an energy drink. The confectionery and snacks category was dominated by Asian brands. Euromonitor reported in December 2016 that Ceres PT, which belongs to Singapore's Petra Foodsis the market leader for chocolate with a value share of 52% in 2016. Silver Queen from Ceres is No. 1, then Beng Beng from Mayora of Indonesia and OT Group's Tango. The best buzz improvements came from Better, a biscuit brand from PT Citra Sukses Internasional, Beng Beng - which started from an already high score - and Oops, also from the OT Group.

+For dairy brands - including yoghurt and ice cream - Walls, an ice cream maker, Yakult, yoghurt based drinks, and Milo, a chocolate malt beverage from NestlĂ©, were in the top three. According to Euromonitor, Yakult has a 69% market share in yoghurt and sour milk products in Indonesia for 2016. Cimory, a provider of milk, soy milk and yoghurt-based drinks, Japfa's Real Good milk drinks and Qeju cheese from Dairylea were the top three winners for Buzz improvement.

+Quick service (QSR) restaurants and casual dining brands were all US brands, KFC, Pizza Hut and McDonald's. McDonald's, California Fried Chicken - better known as CFC - and Mr Baso, whose menu includes meatball (editor's note: 'meatball' is 'bakso' in Bahasa Indonesia), noodle and rice dishes, did best on Buzz improvements.

+There are also two sets of transportation-related rankings. When it comes to airlines the top three were Garuda Indonesia, Singapore Airlines, and Garuda's budget airline brand Citilink Indonesia. The top brand improvements were from Air Asia and Malaysia Airlines, followed by ANA. The most recognised automotive brands were Toyota, Honda and Mercedes-Benz.

+When it came to hotels and spas Aston Hotels, Ritz Carlton and Grand Hyatt were the top three. Major Buzz improvements were experienced by the Holiday Inn Express, Cozy Spa and the Ibis.

+Top consumer electronics brands were headed by Samsung, Apple and Asus, all of which also happen to make phones. Buzz on Sanken, Fujifilm and Axioo improved the most. Sanken and Axioo were both in negative territory in 2015.

+The mobile space was dominated by Apple's iPhone, the Samsung Galaxy S series and Apple as brands. Huawei, Xiaomi, and telecommunications company Tiphone demonstrated the most Buzz improvement. Telecom and mobile operators that were the most well-known included Telkomsel, SimPATI and Indosat. Bakrie Telecom - which made headlines for its debt in 2015, CDMA players Telkom Flexi and StarOne did best on Buzz improvement, though all still remain in negative territory. Telkom Flexi and StarOne have closed down, while Bakrie does not appear to have a working website.

+The personal care category had Pepsodent, Lifebuoy and Dettol in the top three places. Shinzu'i lightening skincare, Tje Fuk, also for skin lightening and Wardah, known for its halal cosmetics, saw the Buzz improvement in 2016.

+Fashion retailers were more about general goods providers which also offer fashion than pure fashion retail. Carrefour, Indomaret and e-marketplace MatahariMall were the best known brands. Robinson, Galeries Lafayette and Ikea made the most gains for Buzz.

+The e-commerce/m-commerce category saw Tokopedia, e-travel site Traveloka and Bukalapak as its three leaders. Tokopedia, Bukalapak and Blibli seem to have grown in popularity over the last year. Blibli ranked 5th in the leaderboard.

*All Buzz scores listed have been rounded to a single decimal place; additional precision was used internally to assign ranks.