Singapore Airlines is the most positively perceived brand in Singapore

Singapore Airlines is the most positively perceived brand in Singapore
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Samsung has experienced the biggest increase in its brand health over the past year among Singaporean consumers

Singapore Airlines again tops YouGov BrandIndex’s annual brand health rankings for Singapore. In a list featuring a large number of global brands, the carrier reigns supreme for the second year in a row.

It is firmly ahead of messenger service WhatsApp in second and web titan Google in third. Clothing brand Uniqlo jumps to places into fourth, ahead of fifth-placed YouTube.

Social media giant Facebook takes sixth spot, while banking brand DBS rises three places to seventh. The list is rounded of by Apple iPhone in eighth, The Straits Times in ninth, and POSB Bank in tenth.

The rankings are based on YouGov BrandIndex’s Index score, which 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.

 

Most improved brand health

Device manufacturer Samsung has seen the greatest improvement in brand health among Singaporeans in the past year, increasing its score by +7.5 points. Internet retailer Lazada continues its progression, once again being one of the brands to enjoy a large increase in its consumer perception, rising by 6.6 points over the last 12 months.  

Online grocery brand Redmart also continues to gain traction – last year it had the tenth most-improved brand health and this year it sits in third spot (+4.2).

 

Global rankings

YouGov also releases the global annual brand health rankings for 2018. These rankings are based on six million interviews conducted in 26 countries. 

Google tops the annual global brand health rankings, followed by YouTube. Samsung jumps one place from last year, climbing to third position as does messenger service WhatsApp, which rises to fourth. However, WhatsApp’s parent company, Facebook, falls two places to fifth. While Amazon remains sixth on the list, IKEA and Lego enter the rankings at number seven and ten, respectively.