Adidas has dethroned fellow sports brand Nike and topped YouGov's Recommend Rankings 2022, making it the most recommended brand in Thailand with 86.0% of its consumers recommending it to others. Nonetheless, competition for the top spot was fierce — with Nike and streaming giant Netflix coming in at a close second and third place, with scores of 85.6.
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 clothing retailer Uniqlo was the fourth most recommended brand (85.1 points), up from its sixth-place finish last year. American clothing company Levi's similarly moved up two spots to rank fifth (85.1 points). Apple's iPhone was next on the Rankings with a Recommend score of 84.6, a slight drop from its fourth-place ranking in 2021. Beauty brands SK-II (83.7), Estee Lauder (82.6), Shiseido (82.4), and Eucerin (82.2) rounded off the top ten.
Alongside the overall rankings, YouGov also released the ten “most improved” brands over the past year. This was led by low-cost airline VietJet Air, which achieved an improved score of +10.1 points. Thai-owned speciality coffee retailer Black Canyon (+9.2 points); personal care brand Feather (+9.0 points); and insurer AXA (+8.5 points) were the next most improved, while Lion Air, the second airline on the Improvers’ list, rounded off the top five with an improvement of 7.8 points.
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