VISA is the most positively perceived brand in Hong Kong

China Airlines has experienced the biggest increase in its brand health over the past year among Hong Kong consumers

VISA again tops YouGov BrandIndex’s annual brand health rankings for Hong Kong. In a list featuring a large number of global brands, the payments firm reigns supreme for the second year in a row.

It is firmly ahead of clothes retailer Uniqlo, which improves by one position, and luxury watch brand Rolex, which drops a place to third. Electronic Payments provider Octopus Card is in fourth spot, just ahead of Nike in fifth.

Rival sportswear brand Adidas takes sixth spot, followed by two financial services brands – PayPal (seventh) and HSBC (eighth). Personal care chain Mannings is in ninth while Four Seasons Hotels and Resorts rounds out top ten.

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

Airlines feature prominently in the list of brands that have seen the greatest increases in their overall brand health in the last 12 months. China Airlines is the most improved (+2.8), followed by China Eastern Airlines (+2.7), with Malaysian Airlines (+2.5) in joint third and Air China (+1.3) in tenth.

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.