July 26th, 2017, Antonia Stockwell
Google has topped the first-ever YouGov BrandIndex global brand health rankings. In a list dominated by online brands, the search giant ranks the highest across 30 countries ahead of sister company YouTube in second and Facebook in third.
Other tech firms feature prominently on the top 10 list with 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.
- YouTube
- Samsung
- Apple iPhone
- Amazon
- Toyota
- Adidas
- Colgate
YouGov used the Index score from our global daily brand tracker, BrandIndex, 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 commented: “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 demonstrate that our mobile devices have become the remote controls for our lives. All of the brands in the rankings 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.”
As part of YouGov’s commitment to providing businesses with a fully global integrated brand tracking service from all corners of the world, BrandIndex started tracking brands in India from early 2017.
It’s the only online brand tracking tool in South Asia that interviews consumers daily about brands allowing them to continually track their brand health, be it to in one country, across multiple countries or to monitor a global picture.
Alok Jha, YouGov’s Managing Director in India commented: “In India where consumers are being introduced to and embracing “new” brands frequently, our daily online tracker is perfect for businesses to react to and tweak their marketing initiatives quicker than ever before. Having access to information to react at the same time as your consumers do is an extremely powerful tool in a dynamic market like India.”
To assess the global brand health rankings, YouGov looked at BrandIndex data from across the 30 countries. YouGov created top 10 lists for each country with the global top 10 being created by the brands that feature most often in each country’s top 10. In cases where the brands featured in top 10s the same number of times, positions in the global rankings were determined by the average position in each country’s top 10 list. All data is from 1 July 2016 and 30 June 2017.