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Singapore Airlines tops YouGov’s Recommend Rankings 2022
YouGov’s latest rankings reveal the brands consumers were most likely to recommend to a friend or colleague
National carrier Singapore Airlines has once again topped YouGov’s Recommend Rankings, retaining its title as the most recommended brand in Singapore for 2022 with 86.6% of its consumers recommending it to others. Japanese apparel retailer Uniqlo and paid subscription service Amazon Prime similarly maintained their second and third place positions, with scores of 83.3 and 83.1 respectively.
The rankings are based on YouGov BrandIndex’s positive Recommend score, which measures the percentage of a brand’s customers who would recommend it to a friend or colleague.
E-commerce platform Shopee was the fourth most recommended brand with a score of 80.7 – up one spot from its fifth-place position last year – followed by luxury hotel group Shangri-La (80.5).
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Next was Nike and Netflix, who were ranked sixth and seventh with scores of 80.3 And 80.2 respectively. The latter had fallen from its fourth-place spot in 2021.
Tech brands Apple (79.3), iPhone (78.6) and Samsung (77.6) completed the top ten.
Alongside the overall rankings, YouGov also released the ten “most improved” brands over the past year. This was led by contemporary coffee chain Toast Box, which achieved an improved score of +4.3 points.
Media platform Today (+3.7 points); Apple’s iPad (+3.7 points); and home-grown F&B brand BreadTalk (+3.7 points) were next most improved, while Singapore Post rounded off the top five with an improvement of 3.1 points.
Next on the Improvers’ list was the Singapore Zoo (+2.9 points), Go-Jek (+2.6 points) and Marina Bay Sands (+2.3 points), followed by food and beverage companies Calbee (+2.2 points) and Starbucks (+2.1 points), rounding off the top ten.
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Want to see how other markets compare? Download the global rankings.
Methodology:
Each day consumers are asked about their views on brands across various markets, which allows YouGov to build a picture of how these brands are perceived by the general public.
The rankings are based on YouGov BrandIndex’s positive Recommend score, which measures the percentage of a brand’s customers who would recommend it to a friend or colleague.
Every brand in our Rankings has a minimum sample of *300 and has been tracked for at least 6 months, with all scores being rounded to a single decimal place.
The Rankings data can be further developed with YouGov Recommend+, a fresh approach to understanding consumer advocacy. YouGov Recommend+ is a highly cost-effective NPS® diagnostics approach that gives marketers the full picture on what drives existing and potential promoters by speaking directly to those customers who recommend your brand.
The rankings show the brands with the highest average Recommend score between 1 June 2021 - 31 May 2022 compared to 1 June 2020 - 31 May 2021. The scores are representative of the general population of adults 18+ (some are online representative).
*100 for DK, NO, FI, SE & NZ due to market size