source: YouGovBrandIndex
Tech, fashion, banking and beauty.
Ten brands under these categories are perceived most positively by millennials in the Philippines, says a survey by international data and analytics group YouGov.
According to BrandIndex, YouGov’s “authoritative measure of brand perception,” Samsung tops the list of brands best perceived by Filipino millennials with 83.7 points, followed by Bench (71.9) and BDO Unibank (69.5).
In fourth place is Bank of the Philippine Islands (66.8), followed by H&M (65), Uniqlo (64.6), Forever21 (63), Penshoppe (62.9), LG (60), and, finally, Dove (57.3).
YouGov BrandIndex initially screened 1,500 brands using a metric called buzz, which first asked respondents, whose ages range from 18 to 34 years old: “Have you heard anything positive about the brand in the last two weeks, through advertising, news, or word of mouth?”
The selection was then narrowed down to 90 brands, after those with a low response volume were eliminated.
The Top 10 were selected based on their scores which were calculated using another BrandIndex metric called word of mouth, which asks, “Which of the following brands have you talked about with friends and family in the past two weeks (whether in person, online or through social media)?”
BrandIndex tracks brands daily using 11 other metrics, which provide insight on consumers’ perceptions of brands and how they change over time. These are: impression, quality, value, satisfaction, likelihood to recommend, reputation, index score (overall brand health based on the six aforementioned metrics), aided awareness (Have you ever heard of the brand?), ad awareness (Which of the brands have you seen an advertisment for in the past two weeks?), purchase intent, and purchase consideration.
BrandIndex interviews are done by the thousands every day, yielding over two and a half million interviews every year. Respondents are selected from YouGov’s online panels of five million consumers across 31 countries.
Rachel Franklin, YouGov associate marketing manager, says the study’s brand selection features “a range of popular global brands, as well as brands specific to local markets.”
“These cover a broad range of consumer-facing categories, everything from financial services through to fashion and retail,” she adds.
BrandIndex, says Ervin Ha, head of data products at YouGov Asia Pacific, is a valuable tool for marketers looking to tap key markets, such as millennials.
“Millennials are one of the largest and most technology savvy generations ever. Marketing to this demographic is a priority for established and emerging brands alike,” says Ha.