September 2nd, 2022, Fiona Robinson
YouGov’s latest rankings reveal the brands consumers were most likely to recommend to a friend or colleague
Adidas has dethroned fellow sports brand Nike to top YouGov’s Recommend Rankings 2022, making it the most recommended brand in Thailand with 86.0% of its consumers recommending it to others. But competition for the top spot was fierce – with Nike and streaming giant Netflix coming in at a close second and third place, with scores of 85.6.
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.
Japanese clothing retailer Uniqlo was the fourth most recommended brand (85.1 points), up from its sixth-place finish last year. American clothing company Levi’s similarly moved up two spots to rank fifth (85.1 points).
Apple’s iPhone was next on the Rankings with a Recommend score of 84.6, a slight drop from its fourth-place ranking in 2021.
Beauty brands SK-II (83.7), Estee Lauder (82.6), Shiseido (82.4), and Eucerin (82.2) rounded off the top ten.
Alongside the overall rankings, YouGov also released the ten “most improved” brands over the past year. This was led by low-cost airline VietJet Air, which achieved an improved score of +10.1 points.
Thai-owned specialty coffee retailer Black Canyon (+9.2 points); personal care brand Feather (+9.0 points); and insurer AXA (+8.5 points) were the next most improved, while Lion Air, the second airline on the Improvers’ list, rounded off the top five with an improvement of 7.8 points.
Beauty and personal care brands 12 plus (+7.5 points) and Clean & Clear (+7.4 points) were next on the Improvers’ list, followed by Lotus’s go fresh (+7.2 points) and Mondahmin Mouthwash (+7.1 points).
Quick service restaurant Oishi completed the Improvers’ list with an improvement of 7.0 points.
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