Wednesday, 11 October 2017 01:19

The word has it, Facebook, Netflix, Instagram top ‘best brand’ index

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The word has it, Facebook, Netflix, Instagram top ‘best brand’ index Image courtesy of Stuart Miles at FreeDigitalPhotos.net

Facebook, Netflix and Instagram achieved the highest positive Word of Mouth Scores in Australia in the latest YouGov brand index.

YouGov says its best brand list is dominated by social media brands, with three out of the top 10 coming from this industry – but casual and QSR dining brands are also popular in millennials’ minds in Australia, with McDonald’s ranked sixth, and KFC seventh.

Ervin Ha, head of Data Products at YouGov Asia Pacific, commented: “Millennials, those were born between 1980 and 1999, are one of the largest and most technology savvy generations ever. Marketing to this demographic is a priority for established and emerging brands alike. Leveraging BrandIndex and its different measurement metrics, we can see which brands are the most popular in the eyes of this generation. BrandIndex serves as a valuable tool for marketers who want to tap into this key market.”

For the latest ranking, YouGov BrandIndex first screened all its 1500 brands for positive Buzz, which asks respondents "Have you heard anything positive about the brand in the last two weeks, through advertising, news, or word of mouth?" Brands with low response volume were eliminated.

Those brands were then ranked on Word of Mouth scores, which asks respondents "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)?" All respondents for this research were adults aged 18 to 34 years old.

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Peter Dinham

Peter Dinham is a co-founder of iTWire and a 35-year veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).

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