November 17th, 2021, Bhawna Singh
YouGov’s latest rankings reveal the healthiest brands in the country according to Malaysians
Shopee tops YouGov’s 2021 Best Brand Rankings in Malaysia for the second consecutive year (71.1). The e-commerce giant strengthened its position among Malaysians amidst the pandemic, and made a notable improvement of +8.2 points to its year-on-year brand health score.
The rankings are based on the Index score from YouGov BrandIndex, which is a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation.
Milo and YouTube moved up one place to second (56.3) and third (54.5), making improvements to their brand health scores over the past year.
On the other hand, WhatsApp has witnessed a huge decline of -4.3 and moved down from second to fourth (51.8) in the 2021 brand rankings.
Food & beverage brands fared well in the top 10 rankings. While McDonald’s and Nescafe have noted slight decline to their scores and moved down the list to fifth (48.1) and eighth (46.4), Kit Kat has made large strides over the past year and moved up four places to sixth (47.3) in the 2021 rankings. Maggi made a brand new entry into the list in tenth (44.9).
Dettol has consolidated its position over the year but remains in seventh (47.0) and Maybank is a new entrant in ninth (45.5).
YouGov BrandIndex also revealed the brands that have noted the greatest improvement to their Index score over the past 12 months in Malaysia. In addition to being one of the top ten brands in the Malaysia 2021 rankings, Shopee is also the most improved brand of the year, with a change in score of +8.2.
Proton is the second-best improver (change in score of +5.6) and Maggi is the third-best mover (+5.4).
Other food & beverage brands to appear on the list are Indomie (+4.6) and Tiger (+3.9).
Technology brands feature prominently in this year’s improvers list, such as Netflix (+5.3), Xiaomi (+3.7), Apple (+3.3), Apple iPad (+3.2) and YouTube (+3.1), all showing improvements during the course of the last year.
Methodology:
The brands in YouGov Annual Rankings were ranked based on the Index score, which is a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation.
The Index Rankings chart shows the brands with the highest average Index scores between October 1, 2020 and September 30, 2021. The Index Improvers chart ranks the brands with the highest increase in Index, comparing scores from the previous 12-month period. To be included in the improver list, the variance must be positive. Both scores are representative of the general population of adults 18+ (some are online representative).
All Index scores listed have been rounded to a single decimal place; however, we have used additional precision to assign ranks.
All brands have been tracked for at least 6 months to be included in the rankings and have been tracked for at least 18 months to appear in the Improvers tables.
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