YouGov’s latest rankings reveal the brands with the best brand health, according to residents
Household hardware chain Bunnings has once again topped YouGov’s Best Brand Rankings, retaining a dominant position among Australians with a score of 48.4. Google – which ranked second on the global rankings – and Cadbury similarly retained their second and third-place positions with scores of 45.8 and 44.9 respectively.
The rankings are based on YouGov BrandIndex’s Index score: a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation.
Colgate’s toothpaste rose two positions to rank in fourth this year (43.4), while electronics corporation Samsung was closely behind with a score of 43.2, rounding off the top five.
Automotive manufacturer Toyota (42.6); online payment company PayPal (42.4); and Australian retailer Woolworths (41.7) were next highest ranked, while consumer electronics retailer JB Hi-Fi (40.9) and breakfast cereal Weet-Bix (40.7) were ranked ninth and tenth respectively.
Alongside the overall rankings, YouGov also released the ten “most improved” brands over the past year. This was led by media network Nine, with an improved score of +3.5 points.
Automotive manufacturer Kia (+2.8 points) and Australia-headquartered Westpac (+2.2 points) were next most improved, while online streaming platform Disney+ and ANZ Bank rounded off the top five with improved scores of +2.0 points.
Next on the Improvers’ list was Medibank (+1.7 points), travel company Flight Centre (+1.7 points) and insurer AAMI (+1.6 points), followed by consumer electronics company Hisense (+1.5 points) and hospitality company Travelodge (+1.5 points).
Want to see how other markets compare? Download the global rankings.
Methodology:
Each day consumers are asked about their views on brands across various markets, which allows YouGov to build a picture of how these brands are perceived by the general public.
The rankings are based on YouGov BrandIndex’s Index score: a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation.
The rankings show the brands with the highest average Index score between 28 September 2021 – 27 September 2022 compared to 28 September 2020 to 27 September 2021. The scores are representative of the general population of adults 18+ (some are online representative).
