Singapore Airlines the brand with most positive image among Singapore consumers in first half of 2016: Survey

Singapore Airlines was ranked ahead of messaging app WhatsApp and the Apple iPhone.
Singapore Airlines was ranked ahead of messaging app WhatsApp and the Apple iPhone. PHOTO: ST FILE

SINGAPORE - Singapore Airlines (SIA) has remained as the brand with the most positive image among consumers in Singapore for the first half of 2016, according to a survey by Hong Kong-based market research firm YouGov.

Messaging app WhatsApp, the Apple iPhone, social media platform Facebook and clothing retail chain Uniqlo rounded out the top five in YouGov's BrandIndex Buzz rankings.

SIA had also emerged top in the inaugural survey last year, which polled about 200 consumers daily from January to December.

For the 2016 mid-year rankings, YouGov tracked 250 local and global brands across 11 categories in Singapore to find out which were the brands with the most positive noise.

One of the metrics used is a question it poses to respondents: "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?"

 

Brands are then scored between 100 and -100, and compiled by subtracting negative feedback from the positive. A zero score indicates equal positive and negative feedback.

SIA's score this time was 44.5, while WhatsApp and the Apple iPhone scored 33.6 and 33.5 respectively.

YouTube, which was ranked 10th, had a score of 24.1.

In the dining category, fast food chain McDonald's was the highest ranked brand, while DBS emerged top in financial institutions and services.

The Straits Times was top in the news category.