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YouGov: Rolex has Hong Kong’s strongest brand advocates but tech rules the rankings

Brands with a heavy tech association are enjoying more advocates among Hong Kong’s consumers than other industries, but old-school cool icon Rolex is still the city’s most recommended brand, according to a YouGov study.

YouGov’s latest brand advocacy ratings show Rolex topping the list for the second year in a row with a score of 65.8, while Netflix tails slightly behind at 64.9, and HKTVmall comes in third with 64.2.

“Luxury brands might only capture a small part of the market, but among Hong Kong consumers Rolex has won over the market as the most recommended brand for the second year running. Recommendations are a powerful measure of a brand’s impact with its customers,” said Ervin Ha, head of data products at YouGov.

But while Rolex took the crown (fittingly considering its logo), its tech brands that dominate the top 10. Instant messaging platform WhatsApp comes in fourth (62.4), multinational technology company Amazon in seventh (61.8), and technology conglomerate Google in eighth (60.9).

Two airlines have managed to get into the top 10 as well. Dubai-based Emirates comes in fifth (62.2) and Singapore’s national carrier Singapore Airlines is in ninth place (60.3).

The rest of the top ten includes HSBC’s rewards programme Reward+ which is in sixth (61.9). Japanese clothing retailer Uniqlo in tenth (59.6).

YouGov has also revealed the most improved level of customer advocacy brands. Luxury hotel chain Ritz-Carlton comes up on top with a rise of 11.7 points. It is followed by low-cost airline Hong Kong Express (up 11.5 points) and American Airlines (increasing 9.2 points).

YouGov BrandIndex screened all of its 345 brands. General rankings data was collected between 1 November 2018 and 31 October 31 2019, while the data for improvers was collected between 1 November 2017 and 31 October 2019.

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