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 Indonesia brand health rankings. The list is includes a large mix of brands from several sectors, with the top brand from the Airline sector – Garuda Indonesia.


YouGov BrandIndex: Indonesia 2017 Top Index Rankings

YouGov has also released a list of the brands with the most improved brand health over the past year.


YouGov BrandIndex: Indonesia 2017 Top Index Improvers

Ervin Ha, YouGov’s Head of Data Products, Asia Pacific, says, “Garuda Indonesia continues to dominate this list and is not surprising as it’s the national carrier which has gone through some positive improvements in the past few years. Local brand Tokopedia show as one of the Top improvers in the list, a strong contender to regional player, Lazada, whose improvement score has also improved in several markets in the region. These e-commerce brands show how much the retail space is evolving in Indonesia with online shopping becoming a more mainstream channel.”

Soon Lee, Head of Indonesia and Malaysia, says, “Instagram secured top spot as most improved in brand health year on year fitting well with the love for taking pictures and selfies in Indonesia. Sprite also made to the top 10 list thanks to its successful ‘Nyatanya Nyegerin’ campaign.”



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



Email: brandindex.ap@yougov.com

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