Samsung is the best perceived brand among Filipino millennials in the past year (July 2016 to June 2017). This is according to the latest release (October 10) of YouGov BrandIndex, a brand perception tracker, which is under global data and analytics group YouGov.
The index monitors positive word of mouth among Filipino millennials (consumers born between 1980 and 1999), who are considered as among the biggest and ‘most technology savvy generations ever.’
Home-grown clothing and lifestyle brand Bench, which is celebrating its 30th anniversary this year, ranked second in the list. Banking giant BDO figured at No. 3, followed by another lender Bank of the Philippine Islands (BPI), and foreign clothing line H&M at the fourth and fifth spots, respectively.
Here is the complete list of the 10 best perceived brands among millennials in the Philippines, based on YouGov BrandIndex:
It should be noted that clothing and lifestyle brands comprise half of the best perceived brands in the list, while banking and smartphone/electronics brands each account for 20%. Dove is the sole consumer brand in the Top 10.
“Marketing to this demographic is a priority for established and emerging brands alike,” said YouGov Asia Pacific Head of Data Ervin Ha. “Leveraging BrandIndex and its different measurement metrics, we can see which brands are the most popular in the eyes of this generation. BrandIndex serves as a valuable tool for marketers who want to tap into this key market.”
To generate rankings, YouGov BrandIndex screens 1,500 brands it monitors for positive buzz. The respondents of its survey (aged 18 to 34 years old) are initially asked the question “Have you heard anything positive about the brand in the last two weeks through advertising, news, or word of mouth?”
In the screening process, brands that gather low response volume from the first question are eliminated in a list that is used in the succeeding question: “Which of the following brands have you talked about with friends and family in the past two weeks (whether in person, online, or through social media)?”
YouGov BrandIndex conducts daily interviews with thousands of consumers worldwide. Respondents are drawn from its online panels comprising of up to 5 million consumers tapped across 31 countries. BrandIndex releases the lists of top brands in each of the markets it covers.