Singapore Airlines has once again topped YouGov's annual BrandIndex Buzz rankings for Singapore. In a list featuring a large number of global brands, the national carrier reigned supreme for the fourth year in a row.
It is firmly ahead of proclaimed world's best airport, Changi Airport, messaging platform WhatsApp in third, and Japanese fashion retailer Uniqlo in fourth position. Singapore's nature park Gardens By The Bay is in fifth, just ahead of global fast food chain McDonald's in sixth.
The list is rounded out by streaming service YouTube (seventh), banking instution DBS (eighth), video streaming platform Netflix (ninth) and global smartphone brand Apple iPhone (10th).
YouGov BrandIndex measures the public’s perception of brands on a daily basis across a range of measures. The annual rankings are compiled using Buzz scores from across all 52 weeks of last year. Buzz scores measure whether people have heard anything good or bad about a brand during the previous two weeks.
Most improved brands
YouGov also analysed which brands have seen the greatest improvement in the Buzz score over the past year. Multi modal transport operator SMRT has seen by far the biggest advance among Singaporeans in the past 12 months, seeing its score rise by +17.2 points. This is comfortably ahead of smartphone brand Samsung Note (up 8.7 points). The third most improved brand was South Korean smartphone manufacturer Samsung (up 6.2 points). The top five is completed by smartphone manufacturer Huawei (+4.4) and video streaming platform Netflix (+3.5).
In addition to unveling the brands with the best buzz overall, YouGov also measured the Singaporean brands with the most positive buzz. Singapore Airlines, Changi Airport and Gardens by the Bay make the top three, followed by local banks DBS and POSB (21.6). Pan-Asian news channel Channel News Asia came in sixth (21.4), followed by Universal Studios Singapore in seventh spot (20.7). The top 10 overall is concluded by OCBC bank in eighth (19.5), while Resorts World Sentosa (17.6) and NTUC Income (17.5) were close behind.
Ervin Ha, head of data products said data shows that local brands have got Singaporeans buzzing. “Singaporean brands have really shone through in this year’s Buzz rankings. For the fourth year in a row, Singapore Airline is the brand that most people have heard positive things about. On the most improved list, after a tough 18 months SMRT shows great improvement," he added.