Google is Australia’s healthiest brand, claims YouGov

Foreign brands make up five of the ten top entries in YouGov’s Australian brand health rankings, the market research team claims in its annual survey.

Google topped the list with hardware chain Bunnings taking the second spot. Of the five Australian names, Qantas at number 8 was the only non-retail local brand to make the top ten.

Woolworths was the next highest Australian brand at equal sixth with Samsung, while Coles drew for eighth spot with Qantas. Kmart, also owned by Coles’ and Bunnings’ parent Wesfarmers, rounded out the top ten.

Just outside the top ten was Netflix with a score of 34.7, making it the most improved on the previous year’s survey with a gain of 7.4 points. A change of methodology by YouGov meant the video streaming company dropped out of the top ten from last year’s survey despite improving its raw score.

The YouGov score attempts to measure overall brand health, taking into account consumers’ perceptions of a brand’s quality, value, impression, satisfaction, reputation and whether respondents would recommend the brand to others.

Across the 26 countries covered by YouGov, Google held its top position with YouTube and Samsung taking second and third position. Facebook finished fifth above Amazon and Ikea.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.