Top 10: What are the most recommended brands in SG?

National carrier Singapore Airlines has once again topped YouGov’s recommend rankings, retaining its title as the most recommended brand in Singapore for 2022 with 86.6% of its consumers recommending it to others. The rankings are based on YouGov BrandIndex’s positive recommend score, which measures the percentage of a brand’s customers who would recommend it to a friend or colleague.

Japanese apparel retailer Uniqlo and paid subscription service Amazon Prime similarly maintained their second and third place positions, with scores of 83.3 and 83.1 respectively. Meanwhile, despite all the negative news around restructure and retrenchment, eCommerce platform Shopee was the fourth most recommended brand with a score of 80.7 – up one spot from its fifth-place position last year – followed by luxury hotel group Shangri-La (80.5).

Next was Nike and Netflix, who were ranked sixth and seventh with scores of 80.3 And 80.2 respectively. Netflix took a tumble from its fourth-place spot in 2021. Tech brands Apple (79.3), iPhone (78.6), and Samsung (77.6) completed the top ten.

Alongside the overall rankings, YouGov also released the ten “most improved” brands over the past year. This was led by contemporary coffee chain Toast Box, which achieved an improved score of +4.3 points. Media platform Today (+3.7 points), Apple’s iPad (+3.7 points), and home-grown F&B brand BreadTalk (+3.7 points) were next most improved, while Singapore Post rounded off the top five with an improvement of 3.1 points.

Next on the improvers’ list was Singapore Zoo (+2.9 points), Go-Jek (+2.6 points), and Marina Bay Sands (+2.3 points), followed by food and beverage companies Calbee (+2.2 points) and Starbucks (+2.1 points), rounding off the top ten.  

And this isn't the first time Singapore Airlines topped a YouGov's list. Singapore Airlines topped YouGov best brands list for three years in a row back in 2020. Despite COVID-19 travel restrictions during that year, the national carrier remained Singapore's healthiest brand with a score of 60.5. 

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