Source: TheDrum
Despite facing a €2.4bn antitrust fine from the EU, a scathing expose on making money from terrorism content, and an enquiry into tax avoidance, Google has claimed the top spot in YouGov’s first ever brand health rankings.
Fighting off stiff competition from the likes of Adidas, Facebook and Amazon, the study – which measured the customer perception of firms across several metrics including quality, reputation and value – found Google performed best across the board, with sister company YouTube clocking in at second place.
Tech brands largely dominated the list, with Facebook coming in third, Samsung claiming fourth place and WhatsApp taking fifth.
Apple’s iPhone and Amazon came in at number six and seven respectively.
The global brand health report is the first of its kind from YouGov, and while it is based on data from the researcher’s BrandIndex, it offers a more comprehensive look at how customers perceive brands than the firm’s standalone BrandIndex Buzz report which is based on more short-term scores – ie whether a customer has heard something positive about a brand in the past two weeks.
The health rankings are based on data from 32 counties across the world covering markets in North America, Europe and Asia.
Three more classic brands completed the global top 10, with Toyota nabbing eighth place and Adidas and Colgate placing at number eight and nine.
