Samsung is the most positively perceived brand in the Philippines

Samsung is the most positively perceived brand in the Philippines

YouGov data also shows that Penshoppe has experienced the biggest increase in its brand health over the past year among Filipino consumers

Samsung again tops YouGov BrandIndex’s annual brand health rankings for the Philippines. In a list featuring a large number of global brands, the device manufacturer reigns supreme for the second year in a row.

It is comfortably ahead of dental brand Colgate in second, personal hygiene product Safeguard in third, and toiletries manufacturer Dove in fourth position. Clothing firm Bench is in fifth, ahead of electronics maker LG in sixth.

The list is rounded out by hair care product Cream Silk (seventh), fashion retailer Penshoppe (eighth), pharmaceutical company Green Cross (ninth), and skin and body care brand Nivea (tenth).

The rankings are based on YouGov BrandIndex’s Index score, which measures overall brand health. The score takes into account consumers’ perception of a brand’s overall quality, value, impression, reputation, satisfaction and whether consumers would recommend the brand to others.


Most improved brand health

YouGov also analysed who has seen the greatest improvement in brand health over the past year. Penshoppe has seen the biggest advance among Filipinos in the past 12 months, seeing its score rise by +7.8 points. This is ahead of device manufacturer Samsung, which is in second place with an increase of +4.8. Toothpaste Closeup is in third, having seen its score rise by +4.2 over the last year. The top five is completed by personal hygiene brand Rexona and financial services firm Landbank (both +4.1).


Global rankings

YouGov also releases the global annual brand health rankings for 2018. These rankings are based on six million interviews conducted in 26 countries. 

Google tops the annual global brand health rankings, followed by YouTube. Samsung jumps one place from last year, climbing to third position as does messenger service WhatsApp, which rises to fourth. However, WhatsApp’s parent company, Facebook, falls two places to fifth. While Amazon remains sixth on the list, IKEA and Lego enter the rankings at number seven and ten, respectively.