SIA takes off with best brand ranking in SG, Google and Netflix enter top 10

Singapore Airlines (SIA) has been ranked as the best brand in Singapore for the fourth consecutive year with a YouGov Index score of 54.9, according to YouGov’s Best Brands Rankings 2021, despite experiencing travel bans and restrictions. YouGov APAC's head of commercial, Ervin Ha, told MARKETING-INTERACTIVE that like many airlines, the national carrier has undoubtedly faced financial hardships, but "the rankings show the power of a strong brand". This year's rankings also saw Google and Netflix make their entry to the list.

SIA launched its new brand campaign, We Look Forward to Seeing You in the Air Again, last month, to welcome customers back to air travel. According to an SIA spokesperson, this marked the national carrier's first global strategic campaign since the pandemic started. SIA said then that the campaign comes as a promise to customers that they will continue to enjoy an enhanced travel experience with the airline, despite the changes brought about by COVID-19. 

SIA also broadened its offerings with a digital travel experiences platform named Pelago to connect consumers to global and local cultures through at-destination experiences. Launched in July this year, Palego currently has over 200 curated experiences; each of them carefully curated to meet the needs of consumers in Asia Pacific, from group types such as singles, families and couples.

Meanwhile, joining SIA as one of the top five brands in Singapore are Google (50.6), UNIQLO (47.4), Shopee (46.9) and WhatsApp (46.8). While still in the top 10, WhatsApp, FairPrice, YouTube and Changi Airport saw a drop compared to the rankings last year. Other brands that made it to the list are Gardens by the Bay and Netflix.

This year's rankings also saw Shopee top the list as the most improved brand in Singapore, with a 17.8-point increase from last year. According to YouGov, it is the only brand in Singapore with a double digit increase. Sheng Siong and Netflix also made the cut for the top three most improved retailers with a 5.2-point and 4.3-point increase respectively. Also making it into the top ten are Netflix, TikTok, Giant Singapore, Ninja Van, Apple iPad, DON DON DONKI, Prime Supermarket and Gardens by the Bay.

The rankings tracked data from 1 October 2020 to 31 September 2021 and are based on the Index score from YouGov BrandIndex, which constantly measures overall brand health. The score takes into account consumers’ perception of a brand’s overall quality, value, impression, reputation, satisfaction, and whether consumers would recommend the brand to others. 

MARKETING-INTERACTIVE's Marketing Excellence Awards is back for the ninth year. There are 40 categories this year for brands to showcase your creative excellence, successful strategies and effective delivery. Click here to register! 

Photo courtesy: 123RF

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