YouGov data also shows that Taobao has experienced the biggest increase in its brand health over the past year among Chinese consumers
Alipay again tops YouGov BrandIndex’s annual brand health rankings for China. In a list featuring a large number of domestic brands, the payments firm reigns supreme for the second year in a row.
It is firmly ahead of multi-purpose messaging, social media and mobile payment app WeChat in second. Device manufacturer Huawei climbs one place to third, with chocolate brand Dove, and online retailer Jingdong in joint fourth spot.
Gree and Air China both climb two places (to sixth and seventh respectively), while Tmall falls one position to eighth. Luxury brand Chanel and sportswear manufacturer Nike round out the top ten.
The rankings are based on YouGov BrandIndex’s Index score, which 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.
Most improved brand health
YouGov also analysed who has seen the greatest improvement in brand health over the past year. Online retailer Taobao has seen its scores leap by +9.5 points over the last 12 months, comfortably ahead of fashion retailer Uniqlo (+6.9). Fast food outlet KFC is third on the list (+6.5), while Mercedes Benz is fourth (+6.2) and sportswear brand Lacoste is fifth (+6.1).
YouGov also releases the global annual brand health rankings for 2018. These rankings are based on six million interviews conducted in 26 countries.
Google tops the annual global brand health rankings, followed by YouTube. Samsung jumps one place from last year, climbing to third position as does messenger service WhatsApp, which rises to fourth. However, WhatsApp’s parent company, Facebook, falls two places to fifth. While Amazon remains sixth on the list, IKEA and Lego enter the rankings at number seven and ten, respectively.