February 8th, 2024, YouGov
At the core of every business, what consumers say, think, and feel about the brands in their market is pivotal to business success. YouGov’s Best Brand Rankings Report 2024 uncovers the top 10 and top 10 most improved brands in Ireland. While Samsung leads the top 10 brands in Ireland with 53.9 points, home technologies retailer Ninja tops the most improved list with an increase of 5.3 percentage points.
The brand rankings are based on brands’ Index scores taken from YouGov BrandIndex, between January 1st, 2023, and December 31st, 2023. The Index score is a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend, and Reputation.
The Top 10 Best Ranking Brands 2024
In a distant second behind, tech giant Google registers an Index score of 45.4 points for the year, followed by Revolut with 45.3 points.
Iconic Irish brand Guinness (45 points) occupies fourth place followed by WhatsApp (44.9) and Dunnes Stores (44.4).
Supermarket chains Tesco and Aldi close out the list of top 10 best ranked brands in Ireland with 39.2 and 39 points respectively.
The Top 10 Most Improved Brands 2024
Lead by Ninja, the top improvers list measures the change in brands’ Index scores between the beginning and end of the measured time period and ranks them from highest to lowest.
The Bank of Ireland comes in second with an increase of 3.4 points followed by Revolut (a rise of 2.9 points) and Booking.com (a rise of 2.3 points).
The list is closed out by Dunnes Stores, LinkedIn and Birra Moretti with increases of 1.5, 1.5 and 1.2 percentage points respectively.
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Methodology
The brands in YouGov Global Best Brand 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 from hundreds of thousands of surveys from January 1 to December 31, 2023
The Best Brand Improvers charts rank the brands with the highest increase in Index scores, comparing scores from January 1 to December 31, 2023, to 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 for at least 18 months to appear in the Improvers tables.