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.
Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu
If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.
Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.
As a Marketer, the ‘Scotty from Marketing’ meme troubles me.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
It's a pretty interesting article to read. I will learn more about this company later.
Dan Bullock
40 staff and 1000 contracts affected as foodora closes its Australian operations
If you think it can benefit both consumer and seller then it would be great
Simon Bird
Why Ford is counting on the Internet of Things to drive customer engagement
It's a good idea. Customers really should control their data. Now I understand why it's important.
Elvin Huntsberry
Salesforce CMO: Modern marketers have an obligation to give customers control of their data
Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...
Nickwood
Instagram loses the like in Australia; industry reacts positively
I tried www.analisa.io to see my Instagram Insight
Dina Rahmawati
7 marketing technology predictions for 2016