Welcome to YouGov’s Inaugural Brand Health Rankings

Google tops YouGov BrandIndex’s first-ever global brand health rankings. In a list dominated by online brands, the search giant comes in just above sister company YouTube as well as number three, Facebook.

Other tech firms feature prominently on the list. Device manufacturer Samsung coming in fourth, messaging service WhatsApp in fifth and Apple’s iPhone in sixth spot, while online retail behemoth Amazon is seventh. The top ten is completed by brands with longer histories – Toyota, Adidas and Colgate.


YouGov BrandIndex: Global 2017 Top Index Rankings

The rankings are based on YouGov BrandIndex data from across the world. BrandIndex operates in 32 markets across the globe, covering markets in North America, South America, Europe, Africa, Asia and Australia. YouGov used the Index score for the list which assesses overall brand health. It takes into account perceptions of a brand’s quality, value, impression, satisfaction, reputation and whether consumers would recommend the brand to others.

Ted Marzilli, CEO of YouGov Data Products, says, “Tech brands dominate this global list and with good reason. By their very nature the likes of Google, YouTube and Facebook are open and accessible in most places on earth to anyone with online access. The presence of Samsung and Apple iPhone demonstrates a sign that our mobile devices have become the remote controls for our lives. All of the brands in the ranking are mainstream with broad utility at their core – and this is as true of the likes of Toyota and Colgate as it is for WhatsApp and Samsung.”

In parallel to the top ten global list, YouGov has also released Hong Kong brand health rankings. The list is dominated by Financial Services & Payment brands – Visa, Octopus Card, Hang Seng Bank and HSBC – as well as Retailers (Luxury and mainstream)– Rolex, Uniqlo, Nike, Adidas and Mannings and Travel - Four Seasons Hotels and Resorts. Adidas brands from the global rankings also feature in the HK list.


YouGov BrandIndex: Hong Kong 2017 Top Index Rankings

Ervin Ha, YouGov’s Head of Data Products, Asia Pacific, says, “It’s not surprising that payment brands like Visa and Octopus Card are high on the list because of the availability of touch payment in most retail outlets. The inclusion of Nike and Adidas in the list shows the appeal of sport apparel as a fashion movement in Hong Kong as everyday wear.”

“In recent years, apart from the strong momentum of sport apparel brands, exercise has also been creating opportunities for many other industries in Hong Kong,” says Cindy Chan, Head of Greater China at YouGov. “You can often see the crowd in the annual marathon and other sport events in Hong Kong, the overseas marathon tour and the insurance premium discount upon achieving the walking target on your smartband, the brands could leverage the health trend for capitalising business opportunities but also creating positive impact on the brand health – where consumers feel that the brands really show care about their health and well-being when they are doing business.”


YouGov BrandIndex: Hong Kong 2017 Top Index Improvers

YouGov has also released a list of the brands with the most improved brand health over the past year. While the likes of Hong Kong Airlines, Standard Chartered Bank and HSBC continue to strengthen their brand health among Hong Kong consumers, we see that other brands that although are still in negative territory like 3, China Eastern Airlines and China Airlines are showing signed of improvement.



These brands were rated using YouGov BrandIndex’s Index score which is a measure of overall brand health which takes into account consumers’ perceptions of a brand’s quality, value, impression, satisfaction, reputation and whether they would recommend the brand to others.

The Index Rankings list shows the brands with the highest average Index scores between July 1, 2016 and June 30, 2017. The Index Improvers list ranks the brands with the highest increase in Index comparing scores from the previous year. Both scores are representative of the general population.

All Index scores listed have been rounded to a single decimal place, however, we have used additional precision to assign ranks where the scores are tied.


For sector rankings in Hong Kong and rankings in other markets, please visit YouGov BrandIndex website.



Email: brandindex.ap@yougov.com

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