YouGov BrandIndex announces its 2017 Brand Advocacy Rankings in Hong Kong. The latest rankings show that Rolex’s customers are the strongest advocates of any brand in Hong Kong.
YouGov BrandIndex Brand Advocacy Rankings are calculated by measuring Recommend Scores among each brand’s customers for the twelve-month period through October 2017. Recommend scores for the brands are measured by asking, "Would you recommend the brand to a friend or family member, or would you recommend that a friend or family member avoid the brand?" Scores are calculated by subtracting the negative responses from the positive responses.
In the 2017 rankings, Rolex comes out on top, with a score of 66.6. Other luxury fashion brand Cartier also comes in at eighth. Airline brands also make up a large proportion of the top ten, with Emirates in second place with a score of 58.0 and Singapore Airlines coming in at number 4.
Other travel brand with high levels of customer advocacy is Four Seasons Hotels and Resorts (at number 6).
Elsewhere in the top ten, another brand with heavy emphasis on the consumer – Uniqlo – comes fifth (with a score of 53.4). There are also two insurance brands in the list – Manulife is seventh (with a score of 52.1), while Prudential comes in at number 9 (on 51.4).
A recommendation from friends or family is one of the strongest votes of confidence it is possible to give to a brand. YouGov BrandIndex Brand Advocacy Rankings give brands a good indication on how good or bad they have been doing in terms of their customer services, as well as quality of services and products provided. Looking at the best improvers ranking, brands can also evaluate whether they are doing a better job in winning customers’ mindshare.
YouGov BrandIndex interviews thousands of consumers every day, yielding over 2.5 million interviews each year. Respondents are drawn from our online panels of 5 million consumers across 31 markets.
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