Japanese casual wear retailer Uniqlo is currently the most recommended brand by customers in the country. This is based on the 2017 Brand Advocacy Rankings of global data and analytics group YouGov BrandIndex, which conduct brand polls in 31 countries, including the Philippines.
The list was derived from results of a poll conducted among a number of local consumers. The rankings were computed by implementing ‘Recommend Scores’ to gathered responses. The respondents were asked to name a brand that they would recommend to a friend or family member. They were also asked what brand they would advise their friends or relatives to avoid. Final scores were obtained by deducting the number of negative responses from the positive responses.
The Brand Advocacy Rankings are aimed at giving brands an indication on how well or poorly they are doing based on customers’ perceptions. It provides quick insights on brands’ customer service and quality.
Here are the top 10 recommended brands in the Philippines, based on the survey conducted from November 2016 to October 2017:
- Uniqlo – 78.5
- Samsung – 75.8
- H&M – 71.7
- LG – 70.5
- Colgate – 70.1
- Dove – 70
- Cetaphil – 69
- Sun Life – 66
- Zara – 65.6
- Carrier – 65.1
“A recommendation from friends or family is one of the strongest votes of confidence it is possible to give to a brand,” said YouGov BrandIndex Head of Data Products Ervin Ha. “While some more traditional format brands continue to carry favor with consumers the success of digital brands suggests that the conversation is changing.”
Ha added that consumers are apparently making recommendations based on the service they receive that go beyond the traditional format experience. “While the product helps to shape a brand, the latest YouGov BrandIndex Brand Advocacy Rankings suggests that a focus on experience will help brands to go that extra mile and secure not just the custom but a recommendation from consumers.”
YouGov BrandIndex regularly conducts daily interviews with more than 2.5 million consumers. Respondents are randomly picked from an online panel comprising of up to 5 million consumers across 31 countries.
