Data has the power to build or burn brands
A brand can be severely wounded by use or misuse of any of its assets and you could say data has the greatest power of all to inflict damage.
Google, YouTube and Aldi lead top Aussie brands list
Latest YouGov report on brands in Australia shows top three retain their dominant position mid-year, but sees Apple slipping down the brand rankings
Google, YouTube and Aldi remain the top three brands in Australia but Apple has fallen from fourth to tenth position, according to the latest YouGov rankings.
The mid-year 2016 brand rankings for Australia saw Google and YouTube once again take out first and second position on the list with scores of 27.7 and 27.2 respectively, followed by Aldi in third place (24.3). However, fourth and fifth position have shuffled since the last report in early 2016, with Toyota popping up on the top 10 for the first time to claim fourth position with a score of 23.4.
Facebook also rose up the ranks, claiming fifth with a score of 23.3 after coming in tenth in the previous list.
Rounding out the top 10 are Bunnings (22.5), Samsung (22.3), Qantas (21.4), PayPal (21.3) and Apple (21, a fall of 4 points).
YouGov’s brand index is based on daily tracking of public brand perceptions across multiple sectors, and the latest report is a consolidation of those results for the first half of the year. In Australia, the group tracks 250 brands. Key metrics used include quality, value, customer satisfaction, reputation, recommendation, brand awareness, current and former customer set and purchase consideration.
Each brand is given a buzz score, which can range from 100 to -100 and are compiled by subtracting negative feedback from positive.
Globally, Google made the top 10 list in 15 countries, down from 16 at the beginning of 2016, while YouTube appeared on 15, up from 14. WhatsApp was another strong performer, moving up from seventh to fifth place in the mid-year list globally.
Amazon held onto a dominant position in the US on the brand listings but has slipped globally, YouGov said, and did not appear in any other top 10 country list in mid-2016.
Across specific industries in Australia, Subway received the best buzz score for the dining, quick service restaurant and casual category, while AAMI was top of the list for insurance and PayPal for banking and payments.
In terms of retail devices, Samsung pipped Apple, while in hotels, Hilton came out top. The travel bookings brand list, meanwhile, was led by Trivago.
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Data has the power to build or burn brands - Data-driven marketing - CMO Australia