November 16th, 2021, YouGov
Technology brands continue to prove their worth against the backdrop of a year of loosening and tightening restrictions, vaccine rollouts and business transformation.
In YouGov’s Global Best Brands Rankings 2021, seven out of the top global best brands are tech-enabled companies, with the exceptions being Adidas, Nike and Dettol. Google continues its winning streak as YouGov’s Global Best Brand for the fifth consecutive year.
The annual Global Best Brands Rankings are calculated using data we collect from members of the public in markets around the globe every day for our brand tracking and measurement tool –
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Every brand’s performance is tracked daily against a range of metrics and the Global Best Brand Ranking is determined using their Index score – which assesses overall brand health. Our Index score takes into account perceptions of a brand’s reputation and customer satisfaction; whether consumers would recommend the brand; their impression of the brand; and whether it represents good value and quality.
While tech giant Google again claims the first spot in the rankings, Samsung (4th in 2020) and Netflix (6th in 2020) rise in the list from last year to round out the top three Global Best Brands.
For the past 18 months, media brands such as Netflix, YouTube and WhatsApp offered comfort and entertainment for consumers around the globe. These brands became virtually indispensable during the pandemic and their top five performances in this year’s Global Best Brand Rankings reflect just how much they captured people’s attentions.
Consumer affinity for online retail also remained strong over the last year as apparent by the presence of e-commerce brands Shopee and Amazon. The shift to online shopping and changing exercise habits likely spurred Adidas’ rise to the top ten Global Best Brands Rankings in 2021 after the company finished in 25th spot in 2020. The brand, alongside Nike, capitalized on the demand for athleisure wear by partnering with Kanye West and Beyonce.
Methodology: ‘For this year’s global list, YouGov measured 17,000+ brands across 36 markets where we cover at least three sectors (YouGov monitors brands in 54 markets all in). The period we used started 1 October 2020 and ended 30 September 2021. Our report is based on brands’ Index score, which is a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation as reported by YouGov BrandIndex
We created a shortlist of the top ten brands in each market, creating a group of 360 in all. Our Best Brand Rankings methodology awards ten points for placing first, down to one point for placing tenth in each market. The score shown in the global ranking is the total points accrued by each brand across the 360-brand shortlist.’
YouGov BrandIndex is our industry-leading brand health tracking solution, which gives a comprehensive overview of what your customers think, say, feel and do in relation to your brand, and your competitors.