Google tops YouGov’s inaugural global brand health rankings

Google tops the first-ever global brand health rankings released by YouGov BrandIndex. In a list dominated by online brands, the search giant comes in just above sister company YouTube and number three, Facebook.

According to YouGov’s global daily brand tracker, BrandIndex, other tech firms feature prominently on the list which surveyed consumer opinion about brands across 30 countries. Device manufacturer Samsung coming in fourth, messaging service WhatsApp in fifth and Apple’s iPhone in sixth spot, while online retail behemoth Amazon is seventh. The top ten is completed by brands with longer histories – Toyota, Adidas and Colgate.

  1. Google
  2. YouTube
  3. Facebook
  4. Samsung
  5. WhatsApp
  6. Apple iPhone
  7. Amazon
  8. Toyota
  9. Adidas
  10. Colgate

YouGov BrandIndex operates in 32 countries across the globe, covering markets in North America, South America, Europe, Africa, Asia and Australasia. YouGov used the Index score for the list which assesses overall brand health. It takes into account perceptions of a brand’s quality, value, impression, satisfaction, reputation and whether consumers would recommend the brand to others.

Ted Marzilli, CEO of YouGov Data Products commented: “Tech brands dominate this global list and with good reason. By their very nature the likes of Google, YouTube and Facebook are open and accessible in most places on earth to anyone with online access. The presence of Samsung and Apple iPhone demonstrate that our mobile devices have become the remote controls for our lives. All of the brands in the rankings are mainstream with broad utility at their core – and this is as true of the likes of Toyota and Colgate as it is for WhatsApp and Samsung.”

In parallel to the top ten global list, YouGov also released brand health rankings in Egypt and it’s clear to see being digitally connected is at the forefront of consumers’ minds. The world’s top three healthiest digital heavyweights Facebook (1), Google (2) and YouTube (3) also lead brand health in the region’s most populous country.

Continuing the connected theme, competitive hand set providers Apple iPhone (4) and Samsung Galaxy (9) are also winning consumer attention bringing the dominance of the digital based brands to half of Egypt’s top 10.

Making up the rest of Egypt’s strongest brands are food and beverage household names with local favourites Molto (7), BiscoMisr (8) and Fayruoz (10) all scoring highly among consumers, together with long standing commercial bank, National Bank of Egypt (6).  Regional powerhouse Almarai (5) completes the top 10.

Top 10 Egypt Brand Health Rankings

  1. Facebook
  2. Google
  3. YouTube
  4. Apple iPhone
  5. Almarai
  6. National Bank of Egypt
  7. Molto
  8. BiscoMisr
  9. Samsung Galaxy
  10. Fayruoz

Scott Booth, YouGov’s Head of Data Products in MENA commented: “While the list of top 10 brands in Egypt underlines the unquestionable popularity and global dominance of digital brands in the daily lives of Egyptian consumers, the presence of Molto, BiscoMisr, Fayrouz, and the National Bank of Egypt show long standing home-grown brands wield substantial power in the market.”