Shopee dominates YouGov’s annual Malaysian Buzz Rankings

The e-commerce brand takes the top spot for the first time

Southeast Asian e-commerce platform heads YouGov’s annual BrandIndex Buzz Rankings in Malaysia, taking the top spot for the first time.

YouGov BrandIndex measures the public’s perception of brands on a daily basis across a range of measures. The annual rankings are compiled using Buzz scores from across all 52 weeks of last year. Buzz scores measure whether people have heard anything good or bad about a brand during the previous two weeks.

Digital brands have a strong presence in the top ten. Fellow e-commerce platform Lazada comes in fourth (43.5), instant messaging platform WhatsApp comes in second (49.4), video-sharing platform YouTube comes in sixth (42.9) and electronics manufacturer Huawei comes in eighth (41.0).

Two fast-food brands also make the list, with McDonald’s in third (45.6) and KFC in tenth (38.9). The list is completed with brands from various industries. Chocolate malt drink Milo comes in fifth (43.4), low-cost airlines in seventh (42.7) and Malaysian bank Maybank in ninth (39.4).

YouGov also reveals which brands have the most improved Buzz scores. Shopee again tops the list in this regard, with a rise of 18.1 points. It is followed by local car manufacturer Proton (up +14.5 points) and subscription video-on-demand service Netflix (up +8.3 points).

Ervin Ha, Head of Data Products commented: “Shopee has clearly done a fantastic job in getting people talking about the brand, taking the top spot for the first time, and rising fast in the rankings. Their clever localised ads and persistent marketing across the nation have worked well, and these high scores are a great indication of brand health.”