Awareness is the basis for any relationship with a brand and a necessary step to completing the customer journey, as well as the foundation upon which purchasing lies. YouGov recently announced “brand advocacy scores” results by measuring “recommend scores” among each brand’s customers for the 12-month period through October 2016.
Word-of-mouth marketing can have a significant impact on brand image, and “recommend scores” for the brands were measured by asking, “Would you recommend the brand to a friend or family member, or would you recommend that a friend or family member avoid the brand?” Scores are calculated by subtracting the negative responses from the positive responses.
The study aims to give brands a good indication on how they have been doing in terms of their customer services, as well as quality of services and products provided.
By comparing scores of different brands per sector, YouGov identified those brands that excel in winning customers’ mind share.
Rolex, Uniqlo, Visa, Prudential, Singapore Airlines, csl, and Hong Kong Broadband took top spots in their respective sectors.
Worth noting, according to the report, is that for home broadband and pay TV platform provider i-Cable, its negative score of -14.9 is far lower than the top ranked brand Hong Kong Broadband Network (scoring 34.7), and the only negative score recorded.
Correction: China Mobile (CMSK) in the above table from the YouGov report refers to China Mobile Hong Kong (CMHK).
Similarly, mobile operator 3 only got a score of 2.5, which is way lower than its peers listed in the ranking table and less than ten times of its top-ranked peer csl (scoring 31.0), according to YouGov.
Respondents are drawn from YouGov’s online panels of 4 million consumers across 32 countries. The YouGov BrandIndex currently covers 200 brands in Hong Kong.