Google tops brand list; Bunnings leads Australian retailers in 2017

Latest YouGov BrandIndex for 2017 shows tech companies to dominate the list of brands globally, while Aussie retailers make their mark locally

Google has come up trumps yet again in YouGov’s list of global and Australian brands, while Bunnings has markedly improved its scores and become Australia’s top company in terms of brand health.

The latest YouGov BrandIndex for 2017 shows Google at the top Australian brands in terms of brandhealth, with a score of 46.2, followed by PayPal (42.1) and Bunnings (40.9). Rounding out the top five locally were YouTube (38.6) and Toyota (37.8), with Coles and Qantas closely behind at 36.9 and 36.8, respectively. Kmart, JB Hi-Fi and Woolworths made up the rest of the Australian top 10.

Globally, the Brand Health rankings were dominated by technology companies. Behind Google was sister company, YouTube, followed by Facebook, Samsung and WhatsApp. Also in the top 10 list were Apple iPhone (6th) and Amazon (7th).

YouGov’s BrandIndex is based on data from 32 countries globally including North America, Asia, Europe and Australia. The score is based on a combination of factors including perceptions of quality, value, impression, consumer satisfaction, reputation and whether individuals would recommend the brand to others. Locally, YouGov tracks about 250 brands.

YouGov data products CEO, Ted Marzilli, said tech brands demonstrate the global list with good reason.

“By their very nature, the likes of Google, YouTube and Facebook are open and accessible in most places on Earth to anyone with online access,” he commented. “The presence of Samsung and Apple iPhone in the top 10 is a sign that our mobile devices have become the remote control for our lives.”  

Marzilli added all of the brands in its global rankings are mainstream and have broad utility. Rounding out the top 10 globally after Amazon are Toyota, Adidas and Colgate.

But closer to home, retailers dominated consumer brand perceptions of excellence. The exception is Aldi, which dropped out of Australia’s top 10 brands after coming in third in 2016.

“While the Australian rankings are topped by very large global brands, it is also significant that the home-grown brands, such as Coles, Bunnings, JB Hi-Fi and Woolworths, are very well respected,” YouGov head of A/NZ, Sej Patel, said.

“However, the majority of movers are multinationals and with more global brands indicating an interest in the Australian marketing, such as Amazon, local brands will need to work hard to maintain their status among Australian consumers.”

YouGov also took a look into brands with the most improved brand health over the past year. Among these were Volkswagen, Malaysian Airlines and 7-Eleven, all of which are recovering from significant brand challenges.

In Australia specifically, the most improved brand year-on-year was Netflix, with a score improvement of 7.1 to 27.3, followed by Volkswagen (6.1 score lift to 8.1).

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

 

 

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Maintaining trust in a sceptical world: The power of brand trust

The faith people have in brands creates opportunity for those brands to become trusted advisors. In turn, this builds success by increasing the brand’s profile, letting it broaden its product offering and driving stronger customer loyalty.

Dan Ratner

managing director, uberbrand

When growth stalls: How to boost growth in large organisations

The push to start new businesses continues. In Q1 2017, the number of seed and angel deals increased by 1.4 per cent compared to Q1 2016.

Con Frantzeskos

CEO, Penso

Why we need diversity in marketing

​When we read articles about the need for increased diversity in marketing land, it is often through the lens of gender.

Jodie Sangster

CEO, ADMA

Educational activities is always a prestigious approaches in taking time for the smoother operational planning to implement in the long r...

ikuyo

Save the Children's marketing chief swaps not-for-profit for education

Read more

We all know that digital marketing in order to promote a brand, products and services is by the use of electronic media. The evolution of...

Helaina Berry

Predictions: 17 digital marketing trends for 2017

Read more

Interesting insight, well explained and the examples are just apt.Thanks for sharing!

FreshMindIdeas

The politics of branding - Brand science - CMO Australia

Read more

When the world that we live in floods with gigabytes of content every day, we have to learn to be selective about it. Such educational we...

Paulina Cameron

ADMA launches education program to tackle viewability, ad fraud and brand safety

Read more

Hi, i am an Aistralian ALK patient, been on xalkori dec 13 to oct 15 and achieved remission of disease, since been on Ceritinib until no...

gary packer

Pfizer Australia adopts AI-powered digital analyst tool for sales and marketing decision making

Read more

Latest Podcast

More podcasts

Sign in