Southeast Asian eCommerce platform Shopee has once again topped the charts for YouGov’s annual BrandIndex Buzz Rankings with a score of 68.3, retaining its title as the most talked about brand in Indonesia for the year 2020. Following closely in its footsteps are brands WhatsApp (63.4), Indomie (62.5), and YouTube (59.8), which also retained their respective positions of second, third, and fourth.
Meanwhile, Garuda Indonesia has been knocked out of fifth place by Samsung, which was previously ranked eighth in 2020. The airline topped the buzz rankings for four straight years before clinching the fifth spot last year.
Other brands that made it to the list are Tokopedia, Sunlight, Instagram, Indomaret, and AQUA. The rankings track data from 1 January to 31 December last year and were drawn from YouGov's BrandIndex, which measures the public’s perception of brands daily.
While the top 10 brands in YouGov's buzz ranking list did not see much of a change, the list of brands that saw most improvement in their buzz scores have been refreshed, with insurance company Prudential taking the lead with an improvement score of 20.1. The list also sees other insurance and financial brands improving their buzz scores, including Allianz with a 15.6 improvement, Manulife with a 10.8 improvement, and AXA Mandiri with a 9.6 improvement. Airline Lion Air also saw a 14.3 improvement in its buzz scores, landing it in third place of the best improved brands. Other brands that made it to the list are Wipol, Enervon C, Apple, and Shopee. The buzz improvers chart ranks the brands with the highest increase in buzz, comparing scores in years 2019 and 2020,
YouGov has also unveiled a list for "Best APAC buzz rankings 2020", which measures the buzz of brands across Asia Pacific in 2020. The list saw Shopee taking the first place, with other tech brands such as YouTube, Samsung, WhatsApp, and Facebook making it into the top five. Digital platforms Netflix and Google also made it to the list, ranking seventh and eighth respectively. The rest of the list is made up of McDonald's in sixth spot, fashion brand UNIQLO in ninth spot, as well as Toyota in 10th spot.
According to the report, YouGov's BrandIndex draws data from 11 million interviews across 40 sectors and more than 40 markets globally. This year’s ranking includes the views of APAC consumers, including Australia, China, Hong Kong, Indonesia, Japan, Malaysia, the Philippines, Singapore, South Korea, Taiwan, Thailand and Vietnam. Brands' buzz score were determined by asking respondents: “If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?” Scores are net scores, calculated by subtracting the percentage of negative responses from the percentage of positive responses for each brand.
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