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Top 10 companies leading in brand advocacy in each SEA market

Brand advocacy is a crucial element to any brand looking to build a lasting relationship with their consumers. A recent YouGov study has revealed the top brands in Singapore, Malaysia and Indonesia when it comes to customer brand advocacy.

Across the three countries, flight carrier brands dominated the ranks, with Singapore Airlines taking the top spot in Singapore, Garuda Indonesia in Indonesia. Technology brands also continued to have strength in advocacy, with WhatsApp making the ranking in both Singapore and Malaysia, and Google in Indonesia.

Without further delay, here are the top performing brands in Southeast Asia when it comes to brand advocacy.

Top 10 brands in Singapore

According to a recent brand index by YouGov, Singapore Airlines topped the ranks, with its customers being its strongest advocates in Singapore. The national flight carrier came in first with a score of 78.4. Coming in second is Netflix which scored 75.0, which YouGov added places a “heavy emphasis” on consumers. Overall, internet brands comprised a large proportion of the top 10, with WhatsApp in third place with a score of 73.2. Google, Facebook and YouTube came in at sixth, eighth and ninth place respectively.

In terms of improvements, Lazada was found to be the most improved brand for advocacy in 2017, seeing a change in score of 8.4, from 44.0 in 2016 to 52.5 in 2017. Next is Sony Mobile and AIG which saw changes in score of 7.3 ad 6.5 respectively. View the rankings here:

Top 10 brands in Malaysia

This year, Lazada took the top spot with a score of 76.6. In Malaysia, internet brands were also found to comprise a large proportion of the top 10, with WhatsApp coming in second with a 76.0 score and Facebook taking the eighth spot.

Automotive brands such as Toyota and Honda with heavy emphasis on the consumer came in third and fifth with scores of 72.9 and 70.2 respectively. Mobile device brands also made the cut, with the Apple iPhone taking fourth place at 72.3 and Huawei clinching sixth at 68.2.

In terms of improvement, Huawei was observed to be the most improved brand in terms of advocacy, with a change in score of 20.6, moving from 47.6 in 2016 to 68.2 in 2017. Next on the list is AXA and Berjaya Sompo, which took the second and third place. View the rankings here:

Top 10 brands in Indonesia

In Indonesia, Garuda Indonesia took the top spot with a score of 88.9. Next was Traveloka which clinched a score of 80.4. Automotive brands also comprised a large proportion of the rankings, with Toyota in third place with a score of 78.8, Honda (motorcycles) and its car brand coming in at fourth and sixth place. According to YouGov, another brand with heavy emphasis on the consumer – Google – came in fifth with a score of 74.6.

The most improved brand for advocacy in Indonesia was found to be AIA, followed by Malaysian Airlines, seeing change scores of 14.8 and 13.1 respectively. View the rankings here:

According to Ervin Ha, head of data products, YouGov, a recommendation from friends or family is one of the strongest votes of confidence possible to give to a brand. While several more traditional format brands continue to carry favour with consumers, the success of digital brands suggests that the conversation is changing.

“Consumers are increasingly making recommendations based on the service they receive that go beyond the traditional format experience. While the product helps to shape a brand, the latest YouGov BrandIndex Brand Advocacy Rankings suggests that a focus on experience will help brands to go that extra mile and secure not just the custom but a recommendation from consumers,” Ha added.

The YouGov BrandIndex Brand Advocacy Rankings were calculated by measuring recommend scores among each brand’s customers for the twelve-month period through October 2017. Scores are calculated by subtracting the negative responses from the positive responses.  Respondents were drawn from YouGov’s online panels of 5 million consumers across 31 countries. The index looks to give brands a good indication on how well or poorly they have been doing in terms of their customer service, as well as quality of services and products provided.

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