Tech brands dominate SEA: YouGov’s BrandIndex

By Digital News Asia January 15, 2016

Indonesia, Malaysia and Singapore covered for the first time
‘Buzz’ scores range from 100 to -100, WhatsApp scored 61.6

Tech brands dominate SEA: YouGov’s BrandIndex

TECHNOLOGY companies featured prominently in three South-East Asian countries tracked by YouGov’s BrandIndex, especially in Malaysia where WhatsApp was ranked No 1, with Facebook and Google coming in second and third respectively.

Indeed, tech brands dominated Malaysia, while in Indonesia and Singapore, the national airlines – Garuda Indonesia and Singapore Airlines respectively – were ranked the highest.

The BrandIndex is a daily measure of brand perception among the public, tracking many brands across multiple sectors simultaneously, YouGov said in a statement.

“Every six months, we consolidate our data and publish the Best Brand Ranking across the globe,” the independent global research firm said in a statement.

Indonesia, Malaysia and Singapore are recent additions to the BrandIndex, so brands were only tracked from January 2015 onwards.

Brands were rated using YouGov BrandIndex’s Buzz score which asks respondents, “If you've heard anything about the brand in the last two weeks, through advertising, news or word-of-mouth, was it positive or negative?”

Buzz scores can range from 100 to -100 and are compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.

The Buzz Rankings charts show the brands with the highest average Buzz scores between January and December 2015. Scores are representative of the general population, YouGov said.

To see the detailed methodology, or to see the Best Brand Ranking in other countries/ regions, visit its BrandIndex website.

The 2015 Rankings compare BrandIndex Buzz scores for over 500 brands in Indonesia: