YouTube is YouGov Thailand’s Best Brand of 2020

YouTube is YouGov Thailand’s Best Brand of 2020
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Dettol is the shining star, showing most improvement in scores this year

Video-sharing platform YouTube has topped YouGov Best Brands list for the second year in a row 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. 

Digital brands like YouTube (+62.0) have historically fared well in the top ten. Social media giant Facebook remains second (+60.4) this year, after being overtaken as the Kingdom’s top brand last year by YouTube. Instant messaging platform LINE comes in third (+54.0), technology conglomerate Google in fourth (+53.7) and e-commerce platform in fifth (+49.6).

The rest of the brands in the list are no stranger to the top ten. Fastfood chain KFC comes in sixth (+49.2), convenience store chain 7-Eleven in seventh (+48.1), instant noodle brand Mama in eighth (+47.0) and sporting apparel Nike in ninth (+46.4). In spite of travel restrictions, low-cost airlines AirAsia appears in tenth place (+44.9), falling one spot 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 Thailand. With the emphasis this year on good hygiene, it is no surprise that disinfectant brand Dettol comes up on top (with a +8.0 change in score). Dettol also appears in the top ten most improved brands in Singapore and Malaysia. Other personal care brands also have a strong presence in the top ten improvers. Protex and Care comes in joint fourth (up +6.0 points), Nivea in sixth (up +5.9), Garnier in seventh (up +5.4) and Clear in tenth (up +5.1).

Similar to the top ten, digital brands fare well in the improvers list. Southeast Asian e-commerce platform Shopee is the second (up +7.0) and subscription video-on-demand service Netflix in third (up +6.8) and Apple iPhone in joint eighth (up +5.3).

The improvers list is completed with local supermarket chain Makro in joint eighth (up +5.3).

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).

Methodology

The rankings are drawn from interviews conducted between October 2019 and September 2020. Each day consumers are asked their view on 480 brands in Thailand, 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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