While prominent brands like Apple and TikTok were among the most-improved brands in Singapore, they were not listed among Singapore’s top 10 brands.
YouGov explained that these brands did not make the top 10 because a “presence does not always equate to familiarity or strong brand health”.
“Brands are assessed across six metrics – impression, quality, value, satisfaction, recommend and reputation. A brand may score highly in one area but not necessarily in others,” YouGov said on Friday (Jan 31) in response to queries from CNA.
“For example, a brand that scores well in buzz may not have the same score in reputation. (A brand’s) index score is a composite, so an average can affect rankings.
“Additionally, some brands may resonate more with certain demographic groups, such as younger adults or specific income groups, which can impact the overall ranking.”
In addition to TikTok, other popular social media brands such as Facebook and Instagram also failed to crack the top 10 in Singapore.
YouGov said that these social media platforms did not feature as they “tend to have varied audience profiles”.
“As a result, they may not have strong brand equity across the total population,” the research and data analytics firm said.
“For example, Facebook is more popular among older generations, while Instagram and TikTok are preferred by younger adults, affecting their overall rankings in a market.”
In response to a question on the number of people surveyed in Singapore for the report, and their demographics, YouGov said that its report was not based on one-time surveys.
“(A brand’s) score is an average calculated over a period of time, and the data represents the adult population of Singapore,” it said.
“The sample is weighted by age, gender and income groups to ensure a national representation of Singapore.”
