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 Malaysia brand health rankings. The list is dominated by Internet, E-Commerce and Technology brands – Whatsapp, Facebook, Google, Lazadam YouTube and Apple iPhone. Rounding off the list are Financial Services, Personal care and Automotive brands- Maybank, Dettol, Honda and Toyota.


YouGov BrandIndex: Malaysia 2017 Top Index Rankings

Ervin Ha, YouGov’s Head of Data Products, Asia Pacific, says, “Malaysia is an attractive market for ecommerce and technology brands given the high digital penetration and we can see that from this list of top brands like Whatsapp, YouTube and Facebook. When it comes to E-commerce, Lazada has been doing well in Malaysia, especially with many new local and global players entering the market.”


YouGov BrandIndex: Malaysia 2017 Top Index Improvers

YouGov has also released a list of the brands with the most improved brand health over the past year. Ervin says, “We see strong gains from 11Street, a competitor to Lazada, gaining this year and it’s encouraging to see that they have improved on their score this year. Ecommerce is being more mainstream in Malaysia as a way to shop. It’s also encouraging to see Proton improve year on year given the issues they’ve had in the past.”



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 Malaysia and rankings in other markets, please visit YouGov BrandIndex website.



Email: brandindex.ap@yougov.com

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