YouGov BrandIndex Brand Advocacy Ranking 2017: China


YouGov BrandIndex announces its 2017 Brand Advocacy Rankings in China. The latest rankings show that Shell’s customers are the strongest advocates of any brand in China.

YouGov BrandIndex Brand Advocacy Rankings are calculated by measuring Recommend Scores among each brand’s customers for the twelve-month period through October 2017.  Recommend scores for the brands are measured by asking, "Would you recommend the brand to a friend or family member, or would you recommend that a friend or family member avoid the brand?" Scores are calculated by subtracting the negative ‎responses from the positive responses. 

In the 2017 rankings, Shell comes out on top, with a score of 72.4. Tech brands also make up a large proportion of the top ten, with Huawei in third place with a score of 70.5, and Macbook in fourth place with a score of 69.3.

Elsewhere in the top ten, another brand with heavy emphasis on the consumer – Alipay – comes second (with a score of 72.0). There is also luxury fashion brand in the list – Chanel is eighth with a score of 67.0.

A recommendation from friends or family is one of the strongest votes of confidence it is possible to give to a brand. YouGov BrandIndex Brand Advocacy Rankings give brands a good indication on how good or bad they have been doing in terms of their customer services, as well as quality of services and products provided. Looking at the best improvers ranking, brands can also evaluate whether they are doing a better job in winning customers’ mindshare.

YouGov BrandIndex interviews thousands of consumers every day, yielding over 2.5 million interviews each year. Respondents are drawn from our online panels of 5 million consumers across 31 countries. 

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Email: brandindex.ap@yougov.com

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