Uniqlo tops list of brands getting a whole lotta love from customers

While hiring celebrity endorsers is the norm in the fashion industry, one clothing brand, apparently, need not do so for its Philippine market, as a recent survey reveals that its customers already serve as its best ambassadors.

According to international data and analytics group YouGov’s BrandIndex Brand Advocacy Ranking, Uniqlo takes the top spot when it comes to having customers who are also its strongest brand advocates.

The rankings, released just this week, are calculated by measuring “recommend scores” among each brand’s customers from Nov. 1, 2016 to Oct. 31 this year.

Recommend scores for the brands are measured by asking: “Would you recommend the brand to a friend or family member, or would you recommend that a friend or family member avoid the brand?” Scores are then calculated by subtracting the negative responses from the positive responses.

Uniqlo ranks No. 1 with a score of 78.5.

Joining the brand in the rankings’ Top 10 are electronics brand Samsung at 75.8; H&M, 71.7; LG, 70.5; Colgate, 70.1; Dove, 70; Cetaphil, 69; Sun Life, 66; Zara, 65.6; and Carrier, 65.1.

The complete set of rankings include 100 brands in the Philippines tracked year-round by BrandIndex, YouGov’s “authoritative measure of brand perception.”

Through this tool, YouGov conducts over two and a half million interviews a year, focusing on public perceptions of thousands of brands both locally and abroad.

This is the first year that YouGov has released Brand Advocacy Rankings for the Philippines.

According to YouGov, the rankings give marketers a good indication on how well or poorly their respective brands have been doing in terms of customer service, as well as the quality of services and products provided.

“A recommendation from friends or family is one of the strongest votes of confidence [one can] give to a brand. While some more traditional format brands continue to carry favor with consumers, the success of digital brands suggests that the conversation is changing. Consumers are increasingly making recommendations based on the service they receive that go beyond the traditional format experience,” says Ervin Ha, YouGov head of data products.

“While the product helps to shape a brand, the latest YouGov BrandIndex Brand Advocacy Rankings suggests that a focus on experience will help brands to go that extra mile and secure not just the customer but a recommendation from consumers,” Ha adds.