Singapore Airlines tops SG's most recommended brands

Singapore Airlines has topped YouGov’s "Most recommended brands 2026" rankings in Singapore, while Singtel TV emerged as the fastest climber, recording the biggest year-on-year increase in positive recommend scores among current customers.

Singapore Airlines recorded a positive recommend score of 83.9%, narrowly edging out Louis Vuitton at 83.8% and Amazon at 83.0%. Apple followed at 82.3%, while Emirates rounded out the top five at 81.3%.

Amazon iPhone ranked sixth at 79.8%, followed by Oppo at 79.7%, Samsung at 79.5%, and Shopee at 78.9%. The rankings are based on YouGov BrandIndex data from 1 July 2025 to 30 June 2026, among current customers.

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Singtel TV, meanwhile, recorded a positive Recommend score of 58.1% in 2026, placing it first among the most-improved brands. It was followed by TV Today at 58.8%, Singtel Broadband at 52.6%, iPad at 71.7% and Oppo at 79.5%.

The remaining brands in the top 10 most-improved list were AsiaOne at 39.6%, Amazon Prime Video at 66.0%, Disney+ at 61.0%, StarHub Broadband at 43.7% and Ya Kun Kaya Toast at 55.4%.

Positive experiences are more likely to be shared

Beyond the rankings, the study points to the role of customer experiences in driving recommendations, with 87% of Singapore respondents saying they had shared an experience with a brand in the previous three months.

Positive experiences were considerably more likely to be shared than negative ones, with 65% of respondents saying they had shared a positive experience compared with 24% who had shared a negative one.

The most common outlet was private conversations, with 57% sharing positive experiences privately. Meanwhile, 35% left a review or rating and 21% posted publicly on social media.

For negative experiences, only 6% posted on social media, while 9% contacted brands directly.

The motivations behind sharing also differed. Among those sharing positive experiences, 42% wanted to share their enjoyment of something, while 40% wanted to help others discover something good and 32% wanted to support or reward the brand.

For negative experiences, 43% said they shared because the experience fell below expectations, followed by 38% who wanted to express frustration and 37% who wanted to warn others.

The findings suggest that recommendation is closely tied to the experiences consumers have with brands, with positive interactions providing more opportunities for consumers to voluntarily pass those experiences on to others.

Recommendations continue to shape purchase decisions 

The findings build on earlier research highlighting the role of recommendations in Singapore consumers’ purchase decisions. An impact.com study of 505 online shoppers in Singapore published in 2024 found that 85% considered recommendations and reviews important to their buying decisions, while 38% said they were more likely to make a purchase based on an online review than the year before.

The study also found that consumers continued to place the most trust in recommendations from people they know, with 94% of Gen Z and young millennials saying they made purchase decisions based on referrals from someone they knew.

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