Lazada tops Brand Advocacy rankings in Malaysia

Listen to this article

YouGov BrandIndex has announced its 2017 Brand Advocacy Rankings for Malaysia.
The latest rankings show that Lazada’s customers are the strongest advocates of any brand in Malaysia.
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.
In the 2017 rankings, Lazada comes out on top with a score of 76.6.
Internet brands also make up a large proportion of the top ten, with WhatsApp in second place with a score of 76.0 and Facebook coming in at number 8.
Elsewhere in the top ten, automotive brands with heavy emphasis on the consumer – Toyota and Honda – come third and fifth (with a score of 72.9 and 70.2).
There are also two mobile device brands in the list – Apple iPhone is fourth (with a score of 72.3) while Huawei comes in at number 6 (on 68.2).
Ervin Ha, Head of Data Products, shared, “A recommendation from friends or family is one of the strongest votes of confidence it is possible to give to a brand. While some more 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.”
At the Malaysian CMO Conference recently, Chris Jaques CEO of The Reputation Partnership shared, “Institutional trust isn’t designed for the Digital Age. Customer reviews are much more persuasive and pervasive than advertising. People trust ‘Ordinary People’ and experts. Past experience is increasingly irrelevant vs current reviews and recommendations. Users, not marketers, define target relevance.”
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.