November 23rd, 2018, Kim Ho
Rolex has the strongest brand advocates among Hong Kong consumers, new analysis from YouGov BrandIndex reveals.
The luxury watch maker heads the list with a score of 65.5. The top four is completed by instant messaging platform Whatsapp and search giant Google (63.4) tied in second, and subscription video-on-demand service Netflix (62.3) in fourth.
YouGov’s rankings are a form of net promoter score and look at the brands’ current and former customers and analyse which ones have the highest proportion of people recommending them to a family member or friend.
Travel brands make up a significant proportion of the top ten. Emirates is in sixth place (56.7), Singapore’s national carrier Singapore Airlines in eighth (54.9) and luxury hospitality company Four Seasons Hotels and Resorts (52.3) in tenth.
The list is completed by with HSBC’s loyalty programme Red Hot Rewards of Your Choice in fifth (61.3), technology conglomerate Apple in seventh (56.2) and Japanese clothing retailer Uniqlo in ninth (54.8).
YouGov also reveals which brands have the most improved level of customer advocacy. German personal care brand Nivea comes top (a rise of +10.1 points), ahead of its French competitor Lancôme (up +9.4 points), and China Eastern Airlines (which has improved by +8.4 points).
Ervin Ha, Head of Data Products Commented: “In recommending brands to friends and family, Hong Kongers have a taste for the finer things in life. With travel and luxury brands dominating the list, it’s clear consumers are more likely to advocate brands of exceptional quality and service.”
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.