Garuda Indonesia has the strongest brand advocates among Indonesian consumers, new analysis from YouGov BrandIndex reveals.
The carrier heads the list with a score of 87.5. The top three is rounded out by Singapore Airlines (77.2) and Bank Central Asia (76.5).
YouGov’s rankings are a form of net promoter score and look at the brands’ current and former customers and analyse which one have the highest proportion of people recommending them to a family member or friend.
The top ten features a number of automotive brands. Toyota in fourth (75.9) while Honda appears twice - with Honda cars in sixth (75.2) and Honda motorcycles in eighth (74.4).
The list comprises of both globals brands – such as technological giants Google in seventh (74.6) and Apple in ninth (74.0), and fashion retailer Nike in tenth (73.1) – and local players, including Traveloka in fifth (75.4).
YouGov also shows which brands have the most improved level of customer advocacy. Bank Negara Indonesia (BNI) comes out on top (a rise of +10.7 points), ahead of French cosmetics brand Maybelline insurance company Prudential (in joint second, each up +10.1 points).
Ervin Ha, Head of Data Products commented: “Recommending a brand to friends and family is great indicator of how well a brand is performing, and Garuda has emerged a true winner in this regard. Capturing the attention and advocacy of consumers in a market as extensive as Indonesia is no easy feat, but Garuda has soared to the challenge”
The YouGov BrandIndex Brand Advocacy Rankings were calculated by measuring recommend scores among each brand’s customers for the twelve-month period through October 2018. Scores are calculated by subtracting the negative responses from the positive responses. Respondents were drawn from YouGov’s online panels of 6 million consumers across 38 markets. The index looks to give brands a good indication on how well or poorly they have been doing in terms of their customer service, as well as quality of services and products provided.