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:, or check us out on



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