These are the top ranked and improved brands in HK for 2023

Google has retained its place as the best brand in Hong Kong with a score of 42.7 in 2023, a slight increase from the score 38.3 a year ago, according to YouGov’s global best brand rankings.

Meanwhile, YouTube remained in second place scoring 38.1 last year, a slight increase from 34.1 in 2022. The platform launched a slew of new artificial intelligence-powered tools in September last year, helping creators produce videos and reach a wider audience on the platform. 

eCommerce platform yuu claimed the third rank with a score of 34.3. Dettol scored 33.9 and came in fourth place followed by Octopus Card (32.8).

MTR (32.5) came in at fifth place followed by Japanese retailer Uniqlo, which claimed a score of 32.4. WhatsApp ranked seventh with a score of 32.3, followed by Nike (32.1) and Visa (31.3).

On the other hand, the Top 10 improvers list was led by WeChat last year, with a score of 17.2, which has increased by 11.8 points compared to the previous score (5.5). Back in October 2023, WeChat Pay HK collaborated with more than 30 shopping malls across Shenzhen to enhance payment experiences for Hong Kong visitors. This partnership was a testament to WeChat Pay HK's expanding footprint in the e-payment landscape. 

Don't miss: WeChat Pay HK partners with 30+ Shenzhen malls to enhance e-payment experiences

Local broadcaster TVB claimed the second spot with a score of 6.6 points, which has increased 9.5 points from the previous score (-2.9). Huawei was the third most improved brand in Hong Kong, with an improved score of 9.3 points. 

China Mobile (CMHK) and Hong Kong Airlines were the fourth and fifth most improved brands this year, with an improved score of 8.4 points and 7.8 points respectively.

Coming next on the list were MTR (+7.7 points), Airport Express (+7.5 points) and Trip.com (+7.5 points). Alibaba's online video platform Youku and Maxim’s Fast Food rounded off the list with improved scores of 7.3 points and 7.1 points respectively.

MARKETING-INTERACTIVE has reached out to WeChat for more information. 

The brands in YouGov annual rankings were ranked based on the index score, which is a measure of overall brand health calculated by taking the average of impression, quality, value, satisfaction, recommendation and reputation.

The Index Rankings chart shows the brands with the highest average index scores between 1 January 2023 and 31 December 2023. The Index Improvers chart ranks the brands with the highest increase in index, comparing scores from the previous 12-month period. To be included in the improver list, the variance must be positive. 

Don't miss: Top 10 global brands in Hong Kong

In 2022, the top 10 improvers list was led by yuu, with a score of 32.9 points which had increased 8.3 points compared to the previous score. WhatsApp claimed the second spot with a score of 29.1 points, which had increased 7.7 points from the previous score. YouTube was the third most improved brand in Hong Kong, with an improved score of 6.1 points. 

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