Based on customer recommendations.
YouGov BrandIndex has released its 2017 Brand Advocacy Rankings in Australia with Netflix leading the pack with a score of 75.5. Airline brands also make up a large proportion of the top ten, although Bose ranked sixth with a score of 63.7, while Dyson came in at number nine on 62.8.
YouGov BrandIndex head of data products, Ervin Ha said, “A recommendation from friends or family is one of the strongest votes of confidence it is possible to give to a brand. While some traditional format brands continue to carry favour with consumers, the success of digital brands suggests that the conversation is changing.
“Consumers are increasingly making recommendations based on the service they receive that go beyond the traditional format experience. While the product helps to shape a brand, the latest YouGov BrandIndex Brand Advocacy Rankings suggests that a focus on experience will help brands to go that extra mile and secure not just the custom but a recommendation from consumers.”
YouGov BrandIndex Brand Advocacy Rankings are calculated by measuring Recommend Scores among each brand’s customers for the twelve-month period through October 2017. Recommend scores for the brands are measured by asking, “Would you recommend the brand to a friend or family member, or would you recommend that a friend or family member avoid the brand?” Scores are calculated by subtracting the negative responses from the positive responses.
YouGov BrandIndex interviews thousands of consumers every day, yielding over 2.5 million interviews each year. Respondents are drawn from our online panels of 5 million consumers across 31 countries.