November 16th, 2022, Tove Keldsen
Mobile payment providers top YouGov Best Brand Rankings 2022 in three out of four Nordic markets, where homegrown brands usually dominate the rankings.
YouGov Global Best Brand Rankings are based on scores taken from YouGov BrandIndex – our industry-leading brand health tracker. The metric used is Index: a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend, and Reputation.
Top 10 Brand Ranking 2022 in Denmark
This year, MobilePay took over first place from Rema 1000 as Denmark's best brand. DR jumps up several places on the top 10 list, taking third place, closely followed by DRTV in fourth place. Lurpak retakes fifth place this year, rounding off the top five.
Samsung is a new entrant on the list, while IKEA has dropped out of the top 10 this year.
Top 10 Brand Ranking 2022 in Finland
Fiskars takes first place in YouGov's annual brand ranking in Finland.
The Finnish top 10 list of 2022 is made up of strong Finnish brands and is very similar to the lists from previous years. Fiskars is once more Finland’s strongest brand. Fazer is in second place, and Valio maintains the third position on the list.
Top 10 Brand Ranking 2022 in Norway
For the third year in a row, Vipps holds the first position on the YouGov Best Brand Ranking for Norway.
NRK TV retakes second place, ahead of Kiwi in third place. FINN.no takes fourth place, and Tine ends up in fifth place.
Samsung debuts in the top 10 and is the only non-Nordic brand in the Norwegian ranking. Besides Samsung, Norway's top 10 remains unchanged compared to the 2021 ranking.
Top 10 Brand Ranking 2022 in Sweden
The Swedish top 10 list mainly consists of brands of Swedish origin. Swish takes first place once again in YouGov's brand ranking ahead of ICA and IKEA. Wasabröd ends up in fourth place, and Volvo rounds off the top 5.
New brands on this year's Swedish top list are Samsung in seventh place and Marabou in ninth place.
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Top 10 Improvers Ranking 2022 Denmark
Danske Bank is the most improved brand in Denmark this year. Danske Bank has experienced several tough years with lots of criticism in the press, but with an increase of 6.4 points, Danske Bank tops Denmark's most improved brand list. Danske Bank still has a negative image score but faces a more positive brand development. Norlys comes in second (up 4.9 points), and Elgiganten occupies third place with an increase of 4.2 points.
Top 10 Improvers Ranking 2022 in Finland
MobilePay tops the Danish Best Brand Ranking, and furthermore, MobilePay has strengthened its brand in Finland. MobilePay is up 4.5 points as the most improved brand in Finland.
After years of travel bans and coronavirus, the Finns now travel again. This is reflected by the fact that two travel brands made it to the top 10 improver list – Norwegian (up 2.5 points) and TUI (up 2.3 points).
Top 10 Improvers Ranking 2022 in Norway
While international travel was banned during the coronavirus, more Norwegians traveled domestically, which could be one of the reasons why Hurtigruten is a top improver this year (up 4.1 points). Norwegian is the second 'climber' (up 3.8 points), which indicates that the desire to travel has grown among Norwegians after years of corona travel bans.
Top 10 Improvers Ranking 2022 in Sweden
In Sweden, FUN Light has increased its brand value by 3.7 points since last year, which means that FUN Light is the company with the most significant improvement in brand strength in Sweden. The concept store chain MQ has faced tough years and bankruptcy but is now one of the top improvers (up 3.5 points).
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Methodology
The brands in YouGov Annual Rankings were ranked based on the Index score, which measures overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend, and Reputation.
The Best Brand Ranking charts show the brands with the highest average Index scores between September 28, 2021, to September 27, 2022. The Best Brand Improvers charts rank the brands with the highest increase in index scores, comparing scores from the previous 12-month period.
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 to be included in the rankings and have been tracked for at least 18 months to appear in the Improvers tables.