YouGov: Indomie retains best brand ranking in Indonesia

Indomie has retained itself again as the best brand in Indonesia with a score of 66.8, according to YouGov’s 2022 Global Best Brand Rankings. Last year, the brand scored 65.5 on YouGov’s Best Brands Rankings 2021 and also topped the charts. 

The brand is no doubt one that is loved by consumers. A separate study by Brand Finance listed Indomie as one of the top 10 strongest Indonesian brands, scoring it 84.8 out of 100. The instant noodle brand was also the most talked about in Indonesia in 2020. Additionally, Kantar's Brand Footprint study listed Indomie as the top FMCG brand in Indonesia for 2019 and 2020.

Meanwhile, Shopee remained in second place scoring 64.6 this year, a slight increase from 63.7 last year. The eCommerce firm has had a challenging time this year, cutting jobs in several countries including Indonesia, Singapore, Mexico, Chile, and Argentina. It also pulled out of Spain and separately rescinded offers for roles in Singapore and China. 

WhatsApp claimed the third rank with a score of 60.5. YouTube scored 58.3 and came in fourth place followed by Samsung (56.3). 

According to YouGov, the Index Rankings chart shows the brands with the highest average Index scores between 26 September 2021 and 27 September 2022. The Index Improvers chart ranks the brands with the highest increase in Index, comparing scores from the previous 12-month period. The recent rankings are based on the Index score from YouGov BrandIndex, which is a measure of overall brand health calculated by taking the average of impression, quality, value, satisfaction, recommend, and reputation.

Meanwhile, YouGov's top 10 improvers ranking shows the brands which have improved the most over the past 12 months. ShopeeFood was ranked the most improved brand in the past year, with a change in score of +17.1. On the other hand, TikTok moved down a rank, where it scored 5.9 last year and claimed the second spot with a change in score of +10.5. This was followed by DANA which saw a +8 change in score. 

To be included in the improver list, the variance must be positive. Both scores are representative of the general population of adults 18+, while some are online representatives. All brands have been tracked for at least six months to be included in the rankings and have been tracked for at least 18 months to appear in the Improvers tables. 

Separately, Garuda Indonesia topped YouGov’s travel and tourism rankings in Indonesia with a score of 63.7, almost three times that of Citilink and Aston Hotel (26.2). The report's rankings released earlier this year revealed the airlines, accommodations, leisure attractions and booking marketplaces that made the biggest impressions on Indonesians last year.

Also making it to the top five were JW Marriott (22.0) and Ibis Hotel (21.8). Ritz-Carlton (20.6), Grand Hyatt (20.3), Shangri-La (20.0), Sheraton (19.8) and Singapore Airlines (19.3) were also among the top 10 travel and tourism brands.

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