Digital brands top YouGov’s annual Hong Kong Buzz Rankings

HKTVmall tops the list for the first time

Hong Kong based e-commerce platform HKTVmall heads YouGov’s annual BrandIndex Buzz Rankings in Hong Kong, 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.

Financial brands also have a strong presence on the list. Rewards and cashback programmes Octopus Rewards comes in second (26.2), and MoneyBack in third (24.4). Multinational financial services brand VISA is in eighth (20.6).

Digital brands also perform well in the top ten. Instant messaging platform WhatsApp comes in fourth (24.2) and tech conglomerate Google is in joint fifth with video-sharing platform YouTube (21.8). The list is otherwise completed by brands from various industries. Japanese retailer Uniqlo in seventh (21.7) and insurance provider AIA in joint ninth with sports retailer Nike (19.7).

YouGov also reveals which brands have the most improved Buzz scores. Social media giant Facebook shows the biggest improvement, rising up 8.0 points. It is followed by personal care brand Manning (up +5.0 points) and subscription video-on-demand service Netflix (up +4.7 points).

Ervin Ha, Head of Data Products commented: “Measuring buzz is one of the best indicators of brand health, and that a brand is performing well, and this year HKTVmall has really shone through and emerged at the top. Their viral marketing campaigns have clearly succeeded in getting Hong Kongers talking about the brand, which is advantageous in a growing e-commerce landscape.”