BrandIndex the daily brand-ranking tool by YouGov produced the advocacy rankings and without a surprise, Google remained the most recommended brand by consumers in India. The respondents were asked, “Would you recommend the brand to friend or colleague?” and “would you tell a friend or colleague to avoid the brand?”
WhatsApp and MakeMyTrip followed the lead after Google. YouGov India reviewed brands from five sectors, Food Delivery Services, Hotels & Booking Sites, Financial Services, Internet, and Transport Providers to get the top 10 most recommended brands across these categories.
Deepa Bhatia, General Manager, YouGov India, said, “YouGov BrandIndex Advocacy Rankings reveal brands that have made a significant impression on consumers, enough for them to endorse the brand to others. In the current digital world, it is no surprise that three out of the top five are technology brands. A recommendation from friend or family provides a very valuable testament for a brand. The top ten brands have managed to deliver positive experiences and have succeeded in building strong advocacy among their customers in India.”
Making a debut in this ranking system is Airbnb at number 4. YouTube, Metro Rail, and Marriott saw a decline in their rankings and moved down to number 5, 7 and 9 respectively. The other two new entrants are Swiggy and Amazon that secured their positions as 6 and 8 respectively. Facebook lost badly and moved out of the top 10 rankings this year, while Hyatt maintained its spot at 10.
YouGov revealed that most brands have improved level of customer advocacy over the last twelve months. Birla Sun Life Insurance has seen the greatest improvement in its score in India, improving from 26.0 points last year to 39.0 this year. Banks and financial services seem to be resonating particularly well with customers, with brands like Kotak Mahindra Bank, Reliance Life Insurance, Axis Bank showing significant improvement in their scores this year.
YouGov also screened the ranking of their brands in 30 other countries to evaluate which brands are recommended across the globe. Netflix ranked in 11 markets and Google in 10. WhatsApp found its place amongst top ten rankers in 8 regions while Airbnb scored high in 10 regions across the globe.