A point to highlight from the YouGov rankings were the fact that five of the top 10 comprises of Singaporean brands. With Singapore Airlines at the top, brands that follow after include WhatsApp (second), Uniqlo (third), Changi Airport (fourth) and YouTube (fifth). The list is rounded out by Singapore nature park Gardens by the Bay (sixth), global smartphone brand Apple iPhone (seventh), theme park Universal Studios Singapore (eighth), fast food joint McDonald's (ninth) and banking institution DBS (10th).
Most improved brands
YouGov also analysed which brands have seen the biggest increase in impression among women over the past year. Subscription video on demand service Netflix, heads this list with a score increase of +9.3 points. It is followed by the Samsung Note smartphone (up +7.6 points) with parent, Samsung, in third (up +6.7 points).
Smartphone manufacturer Huawei takes on the fourth position with a close 6.5 points increase. Brand such as Singtel TV (+4.3), KFC (+4.1), Shangri-La (+4), Lazada (+3.8), Booking.com (+3.7) and RedMart (+3.6). Just recently, Lazada revealed that it will be integrating RedMart products into its platform on 15 March 2019, as part of its efforts to ramp up its supermarket business in Southeast Asia.
Ervin Ha, head of data products at YouGov APAC said that although it is tough to leave a lasting good impression on consumers, Singaporean brands and digital brands have managed to leave a positive one over Singaporean women.
"While airlines in general struggle to maintain consistent positive brand health, Singapore Airlines have managed to solidifying its position as a top brand amongst women," he added.