Report: Netflix & Bose among Australia’s most-loved brands

Netflix topped the YouGov BrandIndex 2017 brand advocacy rankings in Australia, the international data and analytics group announced this morning.

The index asks brand customers if they would recommend the brand to a friend or family member, or advice them to avoid it.

The customers, polled for the twelve-month period through October 2017, found Netflix leading with a score of 75.5. This was up 6.3% from its 69.2 score in 2016.

Others in the ranking were:

2. Singapore Airlines (71.3)

3. Emirates (67.9)

4.  Toyota (67.1)

5. Air New Zealand (63.8)

6 (tie) Bose and PayPal (63.7)

8. Airbnb (63.2)

9. Dyson (62.8)

10. Google (60.7)

Ervin Ha, Head of Data Products, comments, “A recommendation from friends or family is one of the strongest votes of confidence it is possible to give to a brand.

“While some traditional format brands continue to carry favour 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.

“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 custom but a recommendation from consumers.”

YouGov BrandIndex Brand Advocacy Rankings give brands a good indication of the level of their customer service and quality of services and products.

The best improvers ranking, brands can evaluate whether they are doing a better job in winning customers’ mindshare.

Australia’s 2017 Top 10 Brand Advocacy Improvers were:

1. Volkswagen, 34.1 (last year 19)

2. Malaysian Airlines, 25.6 (14.8)

3.  Stan, 45.1 (34.6)

4. Woolworths, 42.3 (33.5)

5. Budget Direct, 28 (21.3)

6. Bank of Queensland, 30.5 (24.1)

7. (tie) Citibank, 5.2 (-11), Netflix 75.5 (69.2)

9. HSBC, 15.3 (9.6)

10. Four Seasons, 41.9 (36.4)

YouGov BrandIndex interviews thousands of consumers every day, yielding over 2.5 million interviews each year. Respondents are drawn from our online panels of 5 million consumers across 31 countries.