YouGov’s latest rankings reveal the healthiest brands in the country according to Singaporeans
Singapore Airlines top YouGov’s 2021 Best Brand Rankings in Singapore for the fourth year in succession (54.9). Despite the flight restrictions in place for an extended period, the airline maintains its dominant position among Singaporeans.
The rankings are based on the Index score from YouGov BrandIndex, which is a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation.
Google makes an entry into the list in second (50.6), along with Netflix in tenth (40.8). UNIQLO moves up two places to third (47.4) despite its own brand health declining by -1.3 points from the same time last year.
Digital power brands WhatsApp and YouTube have witnessed a huge decline to their scores, moving down three and one place to fifth (46.8) and seventh (45.0), respectively. Similarly, FairPrice and Changi Airport have also dropped down the list- to sixth (46.2) and eighth (44.2), respectively.
On the other hand, Shopee has made large strides over the past year, making an entry into the top ten rankings in fourth (46.9). Gardens by the Bay made a notable improvement to its brand health score but remains in the same position as last year- in ninth (42.3).
The rankings also show the brands which have improved the most over the past 12 months. In addition to being one of the top ten brands in the Singapore 2021 rankings, Shopee is also the most improved brand of the year, with a change in score of +17.8.
Similarly, Netflix (+4.3) and Gardens by the Bay (+2.4) have made notable improvements over the past year that has landed them a place each in the top ten brand rankings.
Sheng Siong is the second best improver (+5.2) and TikTok is fourth (+3.5) in the list of improves.
The rest of the improvers list is completed by supermarket and retail chains such as Giant Singapore (+3.4), DON DON DONKI (+2.5) and Prime Supermarket (+2.4), along with other brands like Ninja Van (+3.0) and Apple iPad (+2.6).
Methodology:
The brands in YouGov Annual Rankings were ranked based on the Index score, which is a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation.
The Index Rankings chart shows the brands with the highest average Index scores between October 1, 2020 and September 30, 2021. The Index Improvers chart ranks the brands with the highest increase in Index, comparing scores from the previous 12-month period. To be included in the improver list, the variance must be positive. Both scores are representative of the general population of adults 18+ (some are online representative).
All Index scores listed have been rounded to a single decimal place; however, we have used additional precision to assign ranks.
All brands have been tracked for at least 6 months to be included in the rankings and have been tracked for at least 18 months to appear in the Improvers tables.
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