AirAsia has come out on top as the most positively talked about brand among young Malaysians for the second year in a row, with a score of 84.9 out of 100, according to data from YouGov NextGen brand rankings.
Coming in at a close second was Shopee with a score of 84.1, followed by McDonald's (79.4), KFC (78.8), and Lazada (75.1). Meanwhile, social media brands also made their mark in the top 10 list, with Facebook coming in at sixth (74.8), WhatsApp in eighth place (73.7), and Instagram in ninth (70.4).
Meanwhile, PROTON (+7.8) was listed as the second most improved brand by YouGov, edging out Shopee (+7.5) and Safi (6.8) which came in third and fourth respectively. Overall, Netflix topped the improvers list with its score increasing by 13.0.
Ervin Ha, YouGov’s head of data products said: “AirAsia has again emerged top brand, dominating conversations amongst young Malaysians. With their off-the-beaten-path destinations and low fares, young Malaysians have clearly adopted AirAsia as their favourite carrier.”
YouGov's NextGen rankings use "word of mouth by positive buzz" scores from BrandIndex among 18 to 34 year-olds. Respondents are asked whether they have heard anything positive about a brand in the last two weeks, through advertising, news, or word of mouth, and brands with low response volume are eliminated. The remaining brands are ranked on word of mouth scores, which look at whether respondents talked about the brands with friends and family in the past two weeks (whether in person, online, or through social media).
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