Netflix and LINE most recommended brand amongst Thais

Examining the most recommended brands in Thailand

The subscription video-on-demand service heads the list with a score of 74.1. It is tied in first place with last year’s most recommended brand, instant messaging platform LINE. The top three is rounded up with video-sharing platform YouTube in third (73.6).

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.

Global brands dominate the top ten. Sporting goods retailers Adidas comes in fourth (73.2) and Nike in joint seventh (70.9). Technology brands like Facebook come in seventh (70.9) and Google in ninth (70.5).

The list is completed with brands from various industries. Japanese automobile manufacturer Toyota in fifth (72.5), e-commerce platform Shopee in sixth (72.1), and Japanese retailer Uniqlo in tenth (69.5).

YouGov also shows which brands have the most improved level of customer advocacy. Multinational insurance provider comes up on top (with a rise of +11.2 points). It is followed by e-commerce platforms WeMall (up +10.4 points), and Shop at 24 (increasing +9.6 ponts).

Ervin Ha, Head of Data Products commented: “Netflix has topped the charts across other APAC markets this year, and Thailand is no exception. The brand has won over Thai customers with great content and their ability to provide entertainment at the touch of a button.”

YouGov BrandIndex screened all of its 423 brands for their net Recommend score, which asks respondents "Would you recommend the brand to a friend or colleague?" and “Would you tell a friend or colleague to avoid the brand?” Only respondents who are current or former customers of a given brand are interviewed. Rankings data was collected between November 1, 2018 and October 31, 2019, and Improvers data was collected between November 1, 2017 and October 31, 2019. All brands must have a minimum N of 200 and have been tracked for at least 6 months to be included in the rankings and at least 6 months in the prior year's period (as well as being currently tracked) to be included among improvers.