Singapore national carrier, Singapore Airlines, has topped YouGov’s Recommend Rankings, retaining the title as the most recommended brand in SG for 2022 with 86.6% of consumers saying they will recommend it to others. Coming in second is Japanese retailer, Uniqlo, while paid subscription service, Amazon Prime, comes in third with scores of 83.3 and 83.1 respectively.
The eCommerce platform, Shopee, was the fourth most recommended brand – climbing up by one spot from 2021 and Shangri-la was at number 5.
When it comes to most improved brands over the past year, Toast Box came out on top with an improved score of +4.3 points.
Media platform, Today, also made a surprise climb of +3.7 points along with Apple’s iPad and Bread Talk. Singapore Post, which is no stranger to negative news, also saw an improvement of +3.1 points. The rankings are based on YouGov BrandIndex’s positive Recommend score, which measures the percentage of a brand’s customers who would recommend it to a friend or colleague. Every brand in the rankings has a minimum sample of 300 and has been tracked for at least six months, with all scores being rounded to a single decimal place
Last year, UNIQLO and Adidas topped the charts as the best fashion retailer in Singapore, Malaysia, and Indonesia. According to YouGov’s Retail Rankings 2021 in these three Southeast Asian countries, UNIQLO had a YouGov Index score of 47.7 in Singapore, while adidas scored 39.7 and 47.3 in Malaysia and Indonesia respectively.
Meanwhile, YouGov also appointed Laura Robbie as CEO of the Asia Pacific region. In her new role, she will be leading the strategic direction and the rapid expansion of the region across the APAC, including offices across Australia and Singapore, HK, China, Indonesia, and Thailand. Prior to her re-designation, Robbie was responsible for leading double-digit growth of the YouGov Australia business over three consecutive years, following the successful acquisition of Galaxy Research in 2017.
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