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Indomie has topped YouGov Best Brands list for the first time, on YouGov’s annual ranking of the healthiest brands in the nation. The rankings are based on the Index score from YouGov BrandIndex, which constantly 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.
The instant noodle brand comes in first (+61.3), dethroning national carrier Garuda Indonesia, which previously held the title as Indonesia’s healthiest brand for the past two years – which is perhaps unsurprising, given a year of travel restrictions due to the pandemic. Garuda Indonesia falls into sixth place (+54.6) this year. Instant messaging platform WhatsApp holds its position in second place (+59.2). Last year’s most improved brand Shopee has risen through the ranks and appears strong in this year’s top ten, coming in third place (+58.7).
Other digital brands also have a strong presence in the top ten. Video-sharing platform YouTube comes in fourth (+56.3), technology conglomerate Google in seventh (+51.1), and South Korean electronics manufacturer Samsung in eighth (+49.2).
The top ten is completed with beverage brands Aqua in fifth (+54.8), and new entrant Yakult in tenth (+48.0). The list is rounded up with dishwashing detergent Sunlight in ninth (+49.2).
Edward Hutasoit, General Manager at YouGov Indonesia commented: “The global pandemic has resulted in the economy taking a huge hit, but with travel restrictions and most flights coming to a halt, it is the travel industry that has been hit hardest. This is clear in this year’s rankings, with Garuda Indonesia falling from it top spot for the first time. With a nation under lockdown it is digital brands that take reign, alongside snack food brands like Indomie.”
Google takes the top spot in YouGov’s annual global best brands ranking. Tech brands dominate the top of the list with the search and advertising giant followed by WhatsApp, YouTube, Samsung and Amazon.
With Netflix and Facebook in sixth and seventh respectively, the only non-tech-related brands in the top ten are Singaporean ecommerce platform Shopee (eighth), Swedish retailer IKEA (ninth) and US sportswear titan Nike (tenth).
The rankings are drawn from interviews conducted between October 2019 and September 2020. Each day consumers are asked their view on 699 brands in Indonesia, which allows YouGov to build a picture of how different brands are perceived by the general public through comparing Index scores – which is a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation.
Impression – whether someone has a positive or negative impression of a brand
Quality – a net measure of whether consumers think the brand represents good or poor quality
Value – a net measure of whether consumers think the brand represents good or poor value for money
Satisfaction – whether someone is a satisfied or dissatisfied customer
Recommend – whether someone would recommend a brand to a friend or not
Reputation – whether someone is proud or embarrassed to work for a brand