Retail brands dominate the first ever YouGov brand health index that rates the performance of Australian brands.
The results, which are based on YouGov's brand data, buck the global trend, which sees technology and digital brands dominate.
Global players Google and Paypal take out the top two spots, but Bunnings is the top scoring Australian brand. Five of the top 10 brands are retailers with Coles, Kmart, JB Hifi and Woolworths also in the top 10. Qantas sits at seventh. Four of the top 10 are global brands.
YouGov BrandIndex: Australia 2017 Top Index Rankings
Sej Patel, head of YouGov in Australia and New Zealand, says: “While the Australian rankings are topped by very large global brands, it is also significant that the ‘home-grown’ brands such as Coles, Bunnings, JB Hi-Fi and Woolworths are very well represented. However, the majority of movers are multinationals and with more global brands indicating an interest on the Australian market with the likes of Amazon, ‘local’ brands will need to work hard to maintain their status amongst Australian consumers.”
YouGov also released a list of the brands with the most improved brand health over the past year.
Netflix is the top scorer here, which YouGov says demonstrates the trend of streaming services becoming part of the mainstream as a platform for consuming entertainment”.
YouGov BrandIndex: Australia 2017 Top Index Improvers
In the global rankings the top seven brands are all digital and tech brands, with just three of the Top 10 from other categories. Toyota, Colgate and Adidas buck the tech trend.
YouGov BrandIndex: Global 2017 Top Index Rankings
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 demonstrate are 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.”
The rankings are based on YouGov BrandIndex data from across the world and 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.
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