Samsung emerges again as top brand amongst young Filipinos

The best discussed brands amongst Filipinos aged 18 to 34

Samsung is the most positively talked about brand amongst young Filipinos for the second year in the row, new data from YouGov BrandIndex reveals.

South Korea’s largest conglomerate tops the latest YouGov rankings again, which consider the brand 18 to 34 year-olds have discussed with friends in favourable terms.

Samsung leads the top ten with a score 81.4. It is followed by other digital brands such as e-commerce site Shopee in second (79.5), and its competitor Lazada in fourth (77.0). Video-sharing platform YouTube comes in seventh (68.2).

The list is otherwise dominated by local brands. Low-cost airline Cebu Pacific comes in fifth (73.9) and national carrier Philippine Airlines comes in sixth (69.0). Local banks Bando de Oro is in eighth (67.6) and Bank of the Philippine Islands in tenth (63.2). The list is competed with snack food brand Piattos in ninth (66.8).

Ervin Ha, YouGov APAC’s Head of Data Products said: “Samsung has again topped the list for most positively talked about brand amongst young Filipinos, harnessing the power of word of mouth recommendations. Whether it is their innovative new phone models or sleek design, the brand has managed to captivate consumer conversations”.

The rankings also show which brands have experienced the greatest uplift in the positive word of mouth over the past 12 months. Whitegoods manufacturer Electrolux tops the improvers list with its score increasing by +5.1. It appears ahead of Jack ‘n’ Jill (+5.0), M.Y. San Grahams (+3.9) and Cream Silk (+3.7).

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).