Singapore’s most recommended brands

Singapore’s most recommended brands
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Netflix has the strongest brand advocates amongst Singaporean consumers, second year in a row

The subscription video-on-demand service tops the list for the second year in a row, with a score of 79.8. The top three is completed by national carrier Singapore Airlines (78.3) and Japanese retailer Uniqlo (71.8).

YouGov’s rankings are a form of net promoter score and look at the brands’ current and former customers and analyse which one have the highest proportion of people recommending them to a family member or friend.

Digital brands have a strong presence the top ten. Telco company Circles.Life is tied in fourth (70.8) with instant messaging platform WhatsApp. Tech conglomerate Google is in sixth (64.7), video-sharing platform YouTube in ninth (62.6) and cashback rewards programme Shopback in tenth (62.2).

The list is completed by brands from the aviation industry. Dubai-based airline Emirates comes in seventh (64.6) and Singaporean Changi Airport in eighth (83.4).

YouGov also reveals which brands have the most improved level of customer advocacy. Transport provider MRT comes up on top, (a rise of +26.5 points), ahead of e-commerce platforms Fave (up +21.9 points), and Courts Online (which has improved by +11.6 points).

Ervin Ha, Head of Data Products commented: “Even with the introduction of new subscription video-on-demand services in an increasingly saturated market, Netflix has managed to come up on top as the most recommended brand in the nation for two years running. This is a testament to the company’s great service in providing content at the touch of a button.”

YouGov BrandIndex screened all of its 432 brands for their net Recommend score, which asks respondents "Would you recommend the brand to a friend or colleague?" and “Would you tell a friend or colleague to avoid the brand?” Only respondents who are current or former customers of a given brand are interviewed. Rankings data was collected between November 1, 2018 and October 31, 2019, and Improvers data was collected between November 1, 2017 and October 31, 2019. All brands must have a minimum N of 200 and have been tracked for at least 6 months to be included in the rankings and at least 6 months in the prior year's period (as well as being currently tracked) to be included among improvers.