Shopee has been ranked as the best brand in Malaysia for the second consecutive year, with a YouGov Index score of 71.1, according to YouGov’s Best Brands rankings 2021. Despite the pandemic, the eCommerce platform managed to strengthen its position among Malaysians and made an improvement of +8.2 points to its year-on-year brand health score. This year's ranking also saw local brands Maybank and Maggi make their entry into the list.
Recently, the eCommerce brand rolled out its 11.11 campaign with a creative twist by creating a 3D optical illusion page print ad on the cover page of The Star and The Sun featuring actor Jackie Chan. Shopee's creative lead, Aaron Wong, said in a LinkedIn post that the company was determined to create a print ad that creates an impact visually that justifies the size of the 11.11 mega campaign. Wong added that the concept of having a 3D optical illusion page print ad was rarely seen on a newspaper medium.
Shopee also made its move into the hospitality scene by partnering with global digital platforms Agoda and Booking.com to launch Shopee Hotel in Southeast Asia. This exclusive partnership will allow Shopee users to access the travel platforms' inventories of hotels, resorts, homes and apartments through the app.
Meanwhile, joining Shopee as one of the top five brands in Malaysia are MILO, (56.3), YouTube (54.5), WhatsApp (51.8), McDonald's (48.1) and Kit Kat (47.3). While still in the top 10, WhatsApp, McDonald's and Nescafe saw a drop compared to the rankings last year.
According to this year's ranking, Milo and YouTube have managed to move up one place second (56.3) and third (54.5), making improvements to their brand health scores over the past year. On the other hand, WhatsApp witnessed a huge decline (-4.3) and moved down from second to fourth (51.8) in the 2021 brand rankings.
While F&B brands fared well in the top 10 rankings, McDonald’s and Nescafe have noted a slight decline in their scores and moved down the list to fifth (48.1) and eighth (46.4). Whereas ), Kit Kat has made large strides over the past year and moved up four places to sixth (47.3) in the 2021 rankings. Dettol has consolidated its position over the year but remains in seventh (47.0).
The YouGov Brand Index also revealed the brands that have noted the greatest improvement to their Index score over the past 12 months. In addition to being one of the top 10 brands in the Malaysia 2021 rankings, Shopee also earned the most improved brand of the year, with a change in score of +8.2. Whereas PROTON witnessed a change in score of +5.6, placing it as the second-best improver. Maggi came in as the third-best improved with +5.4. Other F&B brands to appear on the list are Indomie (+4.6) and Tiger (+3.9).
At the same time, this year's improvers list saw numerous technology brands such as Netflix (+5.3), Xiaomi (+3.7), Apple (+3.3), Apple iPad (+3.2) and YouTube (+3.1) featured prominently.
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, recommend and reputation. The Index Rankings chart shows the brands with the highest average Index scores between 1 October 2020 and 30 September 30 2021. The Index Improvers chart ranks the brands with the highest increase in Index, comparing scores from the previous 12-month period.
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