Singapore Airlines remains best brand in the country for fifth consecutive year

Singapore Airlines (SIA) has once again topped YouGov’s Best Brand Rankings for the fifth consecutive year with a score of 53.5 amidst the evolving business landscape. Last year, the national carrier had a YouGov Index score of 54.9 and in 2020, its score was 60.5. In September, Singapore Airlines also retained the title as the most recommended brand in Singapore for 2022, with 86.6% of consumers saying they will recommend the brand to others. 

SIA has been actively hiring cabin crew ever since borders reopened. Last month, it also began allowing pregnant stewardesses to take on ground jobs until they give birth. Stewardesses previously had to quit flying for the carrier. On the sports front, it also extended its title sponsorship of the Formula One Singapore Airlines Grand Prix for three more years, beginning with this year's race.

Earlier this month, the airline also posted record operating profits in the first half and second quarter of FY2022/23, as the demand for air travel surged after Singapore fully reopened to vaccinated travellres in April this year. SIA and Scoot carried 11.4 million passengers during the six months to 30 September 2022, a 13-fold jump from a year before. The Group's passenger capacity also rose to an average of 68% of pre-pandemic levels in the second quarter of FY2022/23. During the first half, passenger flown revenue rose SG$5,226 million (+694.0%) year-on-year to SG$5,979 million. Traffic was also 11-fold higher.

Meanwhile, eCommerce platform Shopee, which also ranked fifth on the global rankings, rose two places from last year to the second-best brand in Singapore (47.4), while Uniqlo maintained its third-place position (46.5). 

Tech giant Google slid two spots to become fourth on the list with a score of 43.9. WhatsApp maintained its ranking at fifth with a score of 43.8 while Changi Airport rose two spots to sixth with a score of 43.8. According to YouGov, this is possibly a result of reopened borders and the return of international travel. 

FairPrice fell one rank to come in seventh this year (42.8), while Gardens by the Bay (41.5) ranked eighth. Channel NewsAsia (38.8) and video sharing website YouTube (38.5) rounded off the top 10. 

Alongside the overall rankings, YouGov also released the 10 most improved brands over the past year. This was led by GoJek, with an improved score of +5.7 points. Disney+ (+4.3 points) was next most improved, as it continued to gain its footing locally following its launch in February 2021.

Samyang (+4.3 points) followed, while TikTok and Scoot rounded off the top five with improved scores of +2.4 points. 

Next on the improvers’ list was Singapore Post (+2.2 points), DON DON DONKI (+2.1 points) and iPhone (+2.1 points), followed by Pocky (+2.0 points) and telecommunications company SIMBA (+2.0 points). 

The rankings are based on YouGov BrandIndex’s Index score - a measure of overall brand health calculated by taking the average of impression, quality, value, satisfaction, recommend and reputation. The rankings show the brands with the highest average index score between 28 September 2021 to 27 September 2022 compared to 28 September 2022 to 27 September 2021. The scores are representative of the general population of adults 18+ (some are online representative).

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