YouGov: Here are the brands winning hearts in SG this year

Singapore Airlines has emerged as the strongest brand in Singapore, topping YouGov’s 2026 "Best brand rankings" with an overall Index score of 57.6, according to the latest data from YouGov BrandIndex.

The national carrier stood out for its performance across multiple metrics, including impression (65.5), quality (65.7), reputation (60.8) and recommendation (62.5), underscoring its continued strength in consumer trust and perception.

The rankings are powered by YouGov BrandIndex and draw on over six million consumer surveys conducted across 28 markets. Brands are assessed using an overall Index score, calculated from six metrics: quality, value, consideration, satisfaction, reputation and recommendation, based on data collected between 1 January 2025 and 31 December 2025.

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Shopee ranked second overall with an Index score of 52.0, driven by strong perceptions of value (55.7) and satisfaction (60.6). Messaging platform WhatsApp followed closely at 49.6, performing well on satisfaction (58.8) and recommendation (54.3).

Trusted local and regional brands also featured prominently. Changi Airport placed fourth with a score of 46.7, while FairPrice (43.5) and Channel News Asia (41.2) reflected sustained confidence in essential retail and news brands. Japanese apparel retailer UNIQLO (46.1) benefited from balanced perceptions across quality, value and recommendation.

Digital and entertainment platforms rounded out the top 10, with YouTube (42.6), Google (41.4) and Netflix (40.6) highlighting the role of always-on platforms in Singaporeans’ daily lives.

Separately, YouGov’s rankings also tracked brands with the fastest year-on-year improvement in brand health. Japan Airlines recorded the largest gain among major brands, posting a +5.9-point increase in its Index score.

Top improvers are ranked based on year-on-year Index score improvement between January 1, 2024, and December 31, 2024. Brands must have scores available for at least six months to qualify for the top 10 and at least 18 months to qualify as most-improved.

Quick-service restaurants dominated the most-improved list, led by KFC (+5.5), followed by McDonald’s (+3.6), Pizza Hut (+3.3) and Burger King (+3.2), pointing to strengthening consumer sentiment towards fast-food brands.

Travel, digital and platform-led brands also saw notable momentum. Trip.com (+4.2) benefited from the continued recovery in travel demand, while TikTok (+4.2) reflected strong engagement with entertainment-led platforms. Taobao (+3.1), Deliveroo (+3.0) and Singtel TV (+2.9) completed the top 10 most-improved brands.

“This year’s 'Best brand rankings' in Singapore show strong momentum not only for airlines, but also for quick-service restaurants and digital platforms, highlighting consumers’ growing focus on convenience, value and reliability, particularly for brands that are embedded in daily routines," said Chi Wei Teo, general manager at YouGov. 

She added, "At the same time, the continued strength of national champions such as Singapore Airlines, Changi Airport and Fair Price highlights the importance of trust and consistent performance in driving long-term brand health.”

The YouGov rankings arrive as marketers navigate a rapidly evolving consumer landscape. According to Omnicom Media Asia Pacific’s latest trends report, 2026 marks a shift from passive audiences to active participants, with one in four consumers more likely to advocate for brands they feel engaged with. Interactive experiences, co-creation, and two-way engagement are becoming critical for brand relevance.

Technology, particularly AI, is accelerating this change. From AI-driven search and smart sensors to livestreaming and social commerce, audiences increasingly control discovery and interaction, while digital and physical identities converge across platforms. In this environment, brands that combine personalisation, trust, and culturally relevant experiences stand to capture attention, loyalty, and advocacy in a market where consumers expect more than products—they seek meaningful connection.

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