Samsung remains Philippine’s healthiest brand
Samsung remains on top of the YouGov Best Brands list, on YouGov’s annual ranking of the healthiest brands in the nation. The rankings are based on the Index score from YouGov BrandIndex, which constantly 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.
The South Korean electronics manufacturer holds its position in first place (+63.0) for the second year running, after supplanting Google last year. The top three brands remain unchanged; Colgate Toothpaste is in second (+54.2), and in spite of travel restrictions, national carrier Philippine Airlines still holds third place (+52.2).
Snack food brands feature prominently in this year’s top ten, with biscuit brands Oreo in fourth (+45.1) and Rebisco in fifth (+43.1), and potato chip brands Jack ‘n’ Jill in sixth (+40.3). Piattos also appears in the top ten for the first time, coming in ninth place (+38.6).
In line with the COVID pandemic and emphasis on personal hygiene, it is no surprise that personal care brands have also fared well this year. Hair conditioner brand Cream Silk comes in sixth (+39.7) and disinfectant brand Green Cross is a new entrant in tenth place (+38.2).
YouGov BrandIndex also reveals the brands that have noted the great improvement to their Index score over the past 12 months in the Philippines. Local low-cost airlines Cebu Pacific is this year’s most improved brand, with a +5.3 change in score. Green Cross comes in as the second most improved brand (up +5.0). Other personal care brands have also shown great improvement this year, with Bioderm in third (up +4.8), Safeguard Liquid Wash in sixth (up +3.1), Sisters in seventh (up +2.7) and Charmee in tenth (up +2.2).
The rest of the improvers list is completed with brands from various industries. Local TV and radio network GMA Network is in fourth (up +4.0), fashion retailer Oxygen in fifth (up +3.6), instant noodle brand Quick Chow in seventh (up +2.9) and whitegoods manufacturer Fujidenzo in ninth (up +2.4).
Ervin Ha, YouGov APAC Head of Data Products commented: “With businesses hit hard by the pandemic, consumers have looked to big corporations and organisation to respond accordingly. Samsung has done just that, donating USD 29 million worth of funds and goods to government and communities that have been most affected by COVID-19. The brand’s efforts sees it holding its spot as Philippine’s healthiest brand. This year also sees personal care brands shining, rising in the ranks to populate the improvers list – in line with the World Health Organisation’s emphasis on personal hygiene to combat the virus.”
Google takes the top spot in YouGov’s annual global best brands ranking. Tech brands dominate the top of the list with the search and advertising giant followed by WhatsApp, YouTube, Samsung and Amazon.
With Netflix and Facebook in sixth and seventh respectively, the only non-tech-related brands in the top ten are Singaporean ecommerce platform Shopee (eighth), Swedish retailer IKEA (ninth) and US sportswear titan Nike (tenth).
The rankings are drawn from interviews conducted between October 2019 and September 2020. Each day consumers are asked their view on 276 brands in the Philippines, which allows YouGov to build a picture of how different brands are perceived by the general public through comparing Index scores – which is a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation.
Impression – whether someone has a positive or negative impression of a brand
Quality – a net measure of whether consumers think the brand represents good or poor quality
Value – a net measure of whether consumers think the brand represents good or poor value for money
Satisfaction – whether someone is a satisfied or dissatisfied customer
Recommend – whether someone would recommend a brand to a friend or not
Reputation – whether someone is proud or embarrassed to work for a brand