August 6th, 2018, YouGov
YouGov data also shows that Huawei has experienced the biggest increase in its brand health over the past year among Thai consumers
Facebook again tops YouGov BrandIndex’s annual brand health rankings for Thailand. In a list featuring a large number of global brands, the social network reigns supreme for the second year in a row.
It is ahead of communications app Line in second, streaming service YouTube in third, and search giant Google in fourth position. E-commerce brand Lazada is in fifth, ahead of retailer Tesco Lotus in sixth.
The list is rounded out by sportswear manufacturer Nike (seventh), convenience store 7-Eleven (eighth), auto manufacturer Toyota (ninth) and Adidas (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
YouGov also analysed who has seen the greatest improvement in brand health over the past year. Huawei has seen the biggest advance among Thais in the past 12 months, seeing its score rise by +7.6 points. This is ahead of device manufacturer Vivo, and fast food brand KFC which are in joint second place, each showing an increase of +6.9. Samsung is in fourth, having seen its score rise by +6.8 over the last year. The top five is completed by haircare brand Sunsilk (+6.4).
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.