October 11th, 2019, Kim Ho
Examining the most positively talked about brand amongst those aged 18 to 34
AirAsia is the most positively talked about brand amongst young Malaysians for the second year in a row, new data from YouGov BrandIndex reveals.
The Malaysian low-cost carrier tops the latest YouGov rankings, which considers the brand 18 to 34 year olds have discussed with friends in favourable terms.
As the only airlines on the list, AirAsia leads with score of 88.7. It is followed by e-commerce brand Shopee in second place (84.1), and its competitor Lazada following closely behind in fifth place (75.1). Fast-food restaurants also fare well on the list, with McDonald’s in third (79.4) and KFC in fourth (78.8). Social media brands also have a presence on the list, with Facebook in sixth (74.8), WhatsApp in eighth (73.7).
The list is completed with Chinese electronics manufacturer Huawei in seventh (73.9) and local car brand Perodua in tenth (70.3).
Ervin Ha, YouGov’s Head of Data Products commented: “AirAsia has again emerged top brand, dominating conversations amongst young Malaysians. With their off-the-beaten-path destinations and low fares, young Malaysians have clearly adopted AirAsia as their favourite carrier.”
The rankings also show which brands have experienced the greatest uplift in the positive word of mouth over the past 12 months. SVOD service Netflix, tops the improvers list with its score increasing by +13.0. It appears ahead of Proton (+7.9), Shopee (+7.5) and Safi (+6.8).
The NextGen Rankings use ‘WOM by positive Buzz’ scores from BrandIndex among 18-34 year-olds. Respondents are asked whether they have heard anything positive about a brand in the last two weeks, through advertising, news, or word of mouth, and brands with low response volume are eliminated. The remaining brands are ranked on Word of Mouth scores, which look at whether respondents talked about the brands with friends and family in the past two weeks (whether in person, online, or through social media).