Dove has been named the top-rated brand with the highest buzz score in 2015, while Chanel and WeChat are ranked second and third, according to YouGov BrandIndex’s Buzz scores.
In China, local brands particularly fare well. Eight of the Chinese top ten are local brands, including WeChat and QQ apps and the Alibaba online retailer Tmall.
These brands were rated using YouGov BrandIndex’s buzz score and respondents were asked if they've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, and if it was positive or negative.
Dove, the Unilever-owned brand, was ranked top with the highest buzz score of 44.2 in 2015, while Chanel and WeChat ranked second and third with 44.0 and 41.7 on the buzz index respectively.
The rankings chart shows the brands with the highest average buzz scores between January and December 2015. Scores are representative of the general population.
These are China's top 10 brands:
And here are the top buzz rankings by industry category in China:
Beauty: Hair Care – Head & Shoulders
Beauty: Skincare & Cosmetics – Estee Lauder
Beverages: Alcohol – Qingdao
Beverages: Non-Alcoholic – Yili Milk Deluxe
Car Makers – BMW
Confectionary – Dove
Dining: QSR and Casual – Pizza Hut
eCommerce and mCommerce – Tmall
Fashion: Luxury – Chanel
Fashion: Mainstream – Metersbonwe
Fashion: Sports and Athletic – Nike
Fashion: Watch & Jewelry – Rolex
Finance: Bank and Services – Alipay
Finance: Insurance – Pingan Insurance (Group) Company of China
Internet – WeChat
Tech: Computer – Lenovo Computers
Telecom: Consumer Electronics – Canon Camera
Telecom: Mobile Technologies – Huawei
Travel: Airlines – China Southern Airlines
Travel: Destination – Disneyland Hong Kong
Travel: Hotels – Shangri-La
Whitegoods and Applicances – Midea