Word of mouth is the most influential form of brand awareness and credibility, with people far more likely to trust the recommendations of someone they know over impersonal advertising.
Factors such as customer experience, brand image, brand values, emotion and consumer personality play a pivotal role in determining whether someone is likely to recommend your brand or not.
Discover what brands are taking the top spots when it comes to recommending their products or services to a friend or colleague.
In Sweden, the most recommended brand was Toyota, with an average score of 85.9%. Second was the vegan food brand Anamma (81.0%) and third was the Swedish car brand Volvo (80.1%). The top five was rounded out with airbnb and KIA (both 79.6%) in a shared fourth position.
The travel company SJ is the top improver of the year, having improved its recommend score with 10% since last year. The positive change might be attributed to the climate debate and its influence on the Swedish travelers. SJ is at the same time the brand that has improved its image mostly in YouGov’s image rankning.
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