Google is the most positively perceived brand in Australia

August 06, 2018, 1:00 AM GMT+0

Netflix has experienced the biggest increase in its brand health over the past year among Aussie consumers

Google again tops YouGov BrandIndex’s annual brand health rankings for Australia. In a list featuring a mix of global and domestic brands, the web titan reigns supreme for the second year in a row.

It is firmly ahead of hardware store Bunnings in second and online payments system PayPal in third. Google-owned streaming service YouTube is fourth ahead of auto manufacturer Toyota, which rounds out the top five.

Department store Woolworths and device manufacturer Samsung are joint sixth while national carrier Quantas and supermarket chain Coles are joint eighth. Retailer Kmart completes the top ten.

The rankings are based on YouGov BrandIndex’s Index score, which measures overall brand health. The score takes into account consumers’ perception of a brand’s overall quality, value, impression, reputation, satisfaction and whether consumers would recommend the brand to others.

Most improved brand health

For the second year in succession, streaming service Netflix has seen the greatest improvement in brand health among Australian consumers, increasing its score by +7.4 points (moving from 27.3 to 34.7). Samsung has seen the second-largest increase (+6.7) while Woolworth is, for the second year in succession, the brand with the third most-improved score (+6.3).

Digital brands also feature prominently, from Instagram in fourth (+4.2) and in sixth (+3.6), to Trivago (also +3.6) and WhatsApp (+3.5 in joint eighth).

Global rankings

YouGov also releases the global annual brand health rankings for 2018. These rankings are based on six million interviews conducted in 26 countries.

Google tops the annual global brand health rankings, followed by YouTube. Samsung jumps one place from last year, climbing to third position as does messenger service WhatsApp, which rises to fourth. However, WhatsApp’s parent company, Facebook, falls two places to fifth. While Amazon remains sixth on the list, IKEA and Lego enter the rankings at number seven and ten, respectively.