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 China brand health rankings. The list is includes a large mix of brands from several sectors, with China brand dominating the ranking - Alipay, Wechat, Huawei, Jingdong, Tmall, Gree, Air China, Midea.


YouGov BrandIndex: China 2017 Top Index Rankings

Ervin Ha, YouGov’s Head of Data Products, Asia Pacific, says, “It’s not surprising that Alipay rank so highly in the list as their payment platform is one of the key mobile platform in the market. Wechat dominates as a mobile chat app which has been increasing its user base year on year, adding new features to their platform including social and payment.”

YouGov has also released a list of the brands with the most improved brand health over the past year. Ervin says, “Wechat wallet (although not in top 10 list) has made headway in their scores, and is certainly a brand that their competitor needs to watch out for. It’s also good sign for Uniqlo who had some scandals last year improve from a negative to a positive score.” 


YouGov BrandIndex: China 2017 Top Index Improvers

Cindy Chan, Head of Greater China at YouGov, says, “The speed of digital advancement in China is really impressive. Consumers can use mobile payment to pay almost everything in the daily life, like the breakfast at small local food shops, taxi and so on.”

According to the YouGov Profiles, around one-third of the Mainland Chinese consumers believe that the market will be cashless in the next 10 years. Cindy comments, “In order to keep abreast of the latest consumers’ trend, many brands and marketers have been working hard to understand and embrace this new consumption ecosystem. The technology brands in China will be likely to continue with this strong momentum, and we can’t wait to see more digital innovations in the near future.” 



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



Email: brandindex.ap@yougov.com

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