November 17th, 2022, Fiona Robinson
YouGov’s latest rankings reveal the brands with the best brand health, according to residents
National carrier Singapore Airlines has once again topped YouGov’s Best Brand Rankings with a score of 53.5, retaining a dominant position among Singapore residents even as business evolved amid the pandemic.
Meanwhile, e-commerce platform Shopee – which also ranked fifth on the global rankings – rose two places from last year to finish in second (47.4), while Uniqlo maintained its third-place position (46.5).
The rankings are based on YouGov BrandIndex’s Index score: a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation.
Tech giant Google was fourth on the list with a score of 43.9, followed closely by WhatsApp (43.8) and Changi Airport (43.8), with the last having risen two spots from last year, possibly a result of reopened borders and the return of international travel.
Supermarket chain FairPrice fell one rank to come in seventh this year (42.8), while attraction Gardens by the Bay (41.5) ranked eighth.
News platform Channel News Asia (38.8) and video sharing website YouTube (38.5) 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 multi-service platform Go-Jek, with an improved score of +5.7 points. Streaming service Disney+ (+4.3 points) was next most improved, as it continued to gain its footing locally following its launch in February 2021.
Instant ramen company Samyang (+4.3 points) followed, while social media platform TikTok and local airline Scoot rounded off the top five with improved scores of +2.4 points.
Next on the Improvers’ list was Singapore Post (+2.2 points), DON DON DONKI (+2.1 points) and Apple’s iPhone (+2.1 points), followed by snack brand Pocky (+2.0 points) and telco SIMBA (+2.0 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 Index score: a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation.
The rankings show the brands with the highest average Index score between 28 September 2021 – 27 September 2022 compared to 28 September 2020 to 27 September 2021. The scores are representative of the general population of adults 18+ (some are online representative).