Shopee shines in YouGov Malaysia’s Best Brand Rankings

Shopee shines in YouGov Malaysia’s Best Brand Rankings

The e-commerce platform overtakes WhatsApp as the nation’s healthiest brand

Shopee has topped YouGov Best Brands list for the first time, on YouGov’s annual ranking of the healthiest brands in the nation. The rankings are based on the Index score from YouGov BrandIndex, which constantly measures overall brand health. The score takes into account consumers’ perception of a brand’s overall quality, value, impression, reputation, satisfaction and whether consumers would recommend the brand to others. 

With governmental recommendations to stay at home, and shopping malls shut earlier this year when the nation was put under strict lockdown, it is no surprise that e-commerce platform Shopee takes the top spot this year (+62.9). Instant messaging platform WhatsApp which previously held the title of healthiest brand in Malaysia two years running falls to second place (+56.1). Chocolate malt drink Milo appears in the top ten for the first time, in third place (+55.7).

Other F&B brands also fare well in the top ten. Fast-food chains McDonalds and KFC come in fifth (+49.6) and ninth (+45.7) respectively. The list also sees new entrants like coffee brand Nescafé is in sixth (+46.6), and chocolate confectionary Kit Kat in tenth (+44.8).

Following the trend of people moving indoors and online, other digital brands also have a strong presence. Video-sharing platform YouTube is in fourth (+51.5) and social media giant Facebook in eighth (+46.3).

The top ten is completed with disinfectant and cleaning brand Dettol in seventh (+46.3), moving up three places from last year.

YouGov BrandIndex also reveals the brands that have noted the greatest improvement to their Index score over the past 12 months in Malaysia. Fast-food chain KFC is this year’s most improved brand, with a +12.3 change in score. Shopee comes in as the second most improved brand (up 11.4 points).

Homegrown brands feature prominently in this year’s improvers list. Digital wallet Touch N Go Pay comes in third (up +10.5), instant noodles Maggi and Mie Sedaap in joint third with automobile manufacturer Proton (+9.0) and satellite television provider Astro in joint ninth (+6.9) with government owned bank Bank Simpanan Nasional.

Ervin Ha, YouGov APAC Head of Data Products commented: “This year’s annual rankings highlight the impact the pandemic has had on consumer brand perceptions. While most industries were hit badly in 2020, e-commerce platforms like Shopee have thrived with consumers being stuck at home and itching to spend money. Being stuck at home also has gotten Malaysians hungry, with fast-food chains like McDonald’s and KFC and instant noodle brands like Maggi performing well.”

Global Rankings 

Google takes the top spot in YouGov’s annual global best brands ranking. Tech brands dominate the top of the list with the search and advertising giant followed by WhatsApp, YouTube, Samsung and Amazon. 

With Netflix and Facebook in sixth and seventh respectively, the only non-tech-related brands in the top ten are Singaporean ecommerce platform Shopee (eighth), Swedish retailer IKEA (ninth) and US sportswear titan Nike (tenth).


The rankings are drawn from interviews conducted between October 2019 and September 2020. Each day consumers are asked their view on 417 brands in Malaysia, which allows YouGov to build a picture of how different brands are perceived by the general public through comparing Index scores – which is a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation.

Impression – whether someone has a positive or negative impression of a brand

Quality – a net measure of whether consumers think the brand represents good or poor quality

Value – a net measure of whether consumers think the brand represents good or poor value for money

Satisfaction – whether someone is a satisfied or dissatisfied customer

Recommend – whether someone would recommend a brand to a friend or not

Reputation – whether someone is proud or embarrassed to work for a brand

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