Welcome to YouGov’s Inaugural Brand Health Rankings

Google tops YouGov BrandIndex’s first-ever global brand health rankings. In a list dominated by online brands, the search giant comes in just above sister company YouTube as well as number three, Facebook.

Other tech firms feature prominently on the list. Device manufacturer Samsung coming in fourth, messaging service WhatsApp in fifth and Apple’s iPhone in sixth spot, while online retail behemoth Amazon is seventh. The top ten is completed by brands with longer histories – Toyota, Adidas and Colgate.


YouGov BrandIndex: Global 2017 Top Index Rankings

The rankings are based on YouGov BrandIndex data from across the world. BrandIndex operates in 32 markets across the globe, covering markets in North America, South America, Europe, Africa, Asia and Australia. YouGov used the Index score for the list which assesses overall brand health. It takes into account perceptions of a brand’s quality, value, impression, satisfaction, reputation and whether consumers would recommend the brand to others.

Ted Marzilli, CEO of YouGov Data Products, says, “Tech brands dominate this global list and with good reason. By their very nature the likes of Google, YouTube and Facebook are open and accessible in most places on earth to anyone with online access. The presence of Samsung and Apple iPhone demonstrates a sign that our mobile devices have become the remote controls for our lives. All of the brands in the ranking are mainstream with broad utility at their core – and this is as true of the likes of Toyota and Colgate as it is for WhatsApp and Samsung.”

In parallel to the top ten global list, YouGov has also released Singapore brand health rankings. The list is dominated by local Singapore brands – Singapore Airlines, The Straits Times, POSB Bank and DBS. Rounding off the list are Internet, Technology, Social platform brands – Whatsapp, Google, Facebook, YouTube, Apple iPhone - and fashion retailer- Uniqlo.


YouGov BrandIndex: Singapore 2017 Top Index Rankings

Ervin Ha, YouGov’s Head of Data Products, Asia Pacific, says, “Singapore Airlines continues to dominate this list year on year even after some turbulent times as consumers in Singapore continue to think highly of the airline, consistently named one of the top airlines in the world. Other local brands like The Straits Times, POSB Bank and DBS also rank high, and is probably because of the trust consumers in Singapore made brands. Fashion brand Uniqlo continues to be on the list and it’s probably because of their positioning in the market; great quality and fashionable clothes at affordable prices.”

YouGov has also released a list of the brands with the most improved brand health over the past year. Ervin says, “Lazada has been improving their score in not just Singapore but around the region, having shown up in multiple markets as a top improver. They’ve done well compared with the heated competition and we look forward to having them improve year on year.” 


YouGov BrandIndex: Singapore 2017 Top Index Improvers



These brands were rated using YouGov BrandIndex’s Index score which is a measure of overall brand health which takes into account consumers’ perceptions of a brand’s quality, value, impression, satisfaction, reputation and whether they would recommend the brand to others.

The Index Rankings list shows the brands with the highest average Index scores between July 1, 2016 and June 30, 2017. The Index Improvers list ranks the brands with the highest increase in Index comparing scores from the previous year. Both scores are representative of the general population.

All Index scores listed have been rounded to a single decimal place, however, we have used additional precision to assign ranks where the scores are tied.


For sector rankings in Singapore and rankings in other markets, please visit YouGov BrandIndex website



Email: brandindex.ap@yougov.com

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