For the second year in a row, Shopee has the strongest brand advocates amongst Malaysian consumers. According to the latest YouGov Brand Advocacy rankings, the eCommerce platform led the list with a score of 80.4. Coming in second was Huawei (76.6), followed by WhatsApp (74.6). YouGov’s rankings are a form of net promoter score and look at the brands’ current and former customers, and analyse which one have the highest proportion of people recommending them to a family member or friend.
The top 10 list of most recommended brands in Malaysia also comprise of brands such as Emirates in fourth place (73.6), Singapore Airlines in seventh (71.1), Qatar Airways in eighth (70.1) and ANA in tenth (69.2). Automobile brands also scored well, with Japanese automobile manufacturers Toyota in fifth (73.5) and Honda in ninth (69.3). The top ten is completed with subscription video-on-demand service Netflix in sixth (72.6).
Meanwhile, YouGov also ranked brands with the most improved levels of customer advocacy. PROTON topped the list, rising by 18.6 points. This was followed by Unifi Mobile which rose by 11.8 points, and MSIG which jumped by 9.3 points.
Ervin Ha, head of data products said a brand recommendation is one of the strongest votes of confidence a consumer can give to a brand, and Shopee has managed to come up on top for two years in a row. “Its viral marketing campaigns and constant shopping promotions have successfully won over customers and gotten their vote of confidence,” he added.
YouGov BrandIndex screened all of its 419 brands for their net Recommend score, which asks respondents “Would you recommend the brand to a friend or colleague?” and “Would you tell a friend or colleague to avoid the brand?” Only respondents who are current or former customers of a given brand are interviewed. Rankings data was collected between 1 November 2018 and 31 October 2019, and Improvers data was collected between 1 November 2017 and 31 October 2019. All brands must have a minimum N of 200 and have been tracked for at least six months to be included in the rankings and at least six months in the prior year’s period (as well as being currently tracked) to be included among improvers.
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