The top 10 brands in Singapore

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.

Source: YouGov. The top 10 brands in Singapore.

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.

Singapore Airlines tops positive buzz rankings in Singapore: Yougov

Source: Yougov.

Yougov has released the top buzz rankings by industry category in Singapore, listing five brands per category. The Buzz Rankings charts show the brands with the highest average Buzz scores between January and December 2015. Scores are representative of the general population:


· eCommerce and mCommerce – Q0010 is the highest ranked brand in this category, followed by Groupon and then Carousell.

· Retail: Fashion – Uniqlo is the highest-ranked brand, followed by H&M and then Robinsons. Robinsons is the only home-grown brand in the category.

· Financial Institutions and Services – DBS and its POSBank took up No. 1 and No. 2 in the rankings, followed by OCBC.

· Insurance – NTUC Income, followed by Prudential and then Great Eastern, were the most discussed.

· Mobile Devices – Apple and Samsung dominated in this category.

· Dining: Quick Service Restaurant (QSR) & Casual – McDonald’s is the highest ranked brand in this category, with Starbucks next, and then Subway.

· Travel – Singapore Airlines created the most buzz in this category, followed by AirBnB and then Emirates.


YouGov's BrandIndex is a daily measure of brand perception among the public, tracking many brands across multiple sectors simultaneously. Every six months, the company publishes the Best Brand Ranking across the globe. The 2015 Rankings compare BrandIndex Buzz scores for over 250 brands in Singapore, to reveal the brands with the most positive noise in the year. Singapore is a recent new addition to BrandIndex, with brands tracked since January of 2015.


Interested?

Read about the detailed methodology, and view Best Brand Rankings for other countries and regions