November 21st, 2018, Kim Ho
LINE has the strongest brand advocates among Thai consumers, new analysis from YouGov BrandIndex reveals.
The messaging platform heads the list with a score of 75.3. The top three rounded out by Japan Airlines (74.6) and sportswear manufacturer Adidas (71.9).
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.
Airlines have a strong presence in the top ten. As well as Japan Airlines, ANA is in joint fourth place (71.0) and Singapore Airlines in tenth (69.4). Digital brands also feature prominently, with social media platform Facebook in joint fourth, video-streaming platform YouTube in sixth (70.3) and Apple Store in ninth (69.4).
The list is completed by fashion retailers Nike in seventh (70.0) and Uniqlo in eighth (69.5).
YouGov also shows which brands have the most improved level of customer advocacy. Financial service provider Aeon Thana Sinsap comes out on top (a rise of +12.7 points). It is ahead of insurance company AIA (up +10.9 points), and local beauty brand Cutepress (+10.8 points).
Ervin Ha, Head of Data Products comnmented: “The market is becoming crowded for messaging apps, which means LINE’s position as the most recommended brand among Thais is a reral boon to the company. The prominence of airlines is also interesting and it could be attributed to an increase in travel by Thais and the level of service provided by Japanese and Singaporean airline companies.”
The YouGov BrandIndex Brand Advocacy Rankings were calculated by measuring recommend scores among each brand’s customers for the twelve-month period through October 2018. Scores are calculated by subtracting the negative responses from the positive responses. Respondents were drawn from YouGov’s online panels of 6 million consumers across 38 markets. The index looks to give brands a good indication on how well or poorly they have been doing in terms of their customer service, as well as quality of services and products provided.