Which brands were most talked about in SG?

Shopee (43.5) has emerged as the most talked-about brand among Singaporeans in YouGov's Buzz Rankings 2021, jumping from fourth place last year. According to YouGov, the eCommerce platform was one of the six local brands that made it to the "Top 10 Buzziest Brands" of the year. Along with Shopee, Lazada (27.4) was listed eighth in the rankings.

The rankings tracked data from 1 January 2021 to 31 December 2021 and were based on the Index score from YouGov BrandIndex, which measures the public's perception of brands on a daily basis across a range of measures. Also known as "Buzz Scores", YouGov derives its results from the chatter surrounding the brand, and if consumers have heard anything good or bad about it during the past two weeks. 

Brands in the travel and tourism industry are appearing to be making a comeback, with Singapore Airlines (32.5) moving up four ranks to clinch third place and Gardens by the Bay (25.7) debuting in 10th place. Notably, Sheng Siong (33.5) climbed seven places to come in second, while FairPrice (27.2) fell to ninth place. Meanwhile, Apple maintained its sixth-place rank (28.8) while UNIQLO (28.1) made a return to the charts, coming in seventh place. 

Meanwhile, fast-food chain McDonald's (30.4) was ranked fourth this year, dropping one spot down from its previous ranking and Netlflix (30.4) climbed up three places. 

YouGov also released the 10 most improved brands of the past year. Aside from being the top-ranked brand of this year, Shopee was also the most improved brand of the year, with an improved score of +11.7 points. Lazada also made this ranking at seventh (+3.8). Meanwhile, Gojek was ranked the second most improved brand with a change in score of +7.2. YouGov attributed this to Gojek's rapid expansion in Singapore as it plans to introduce more services. This was followed by Don Don Donki (+4.5), which opened its 12th outlet earlier this year. 

TikTok and Sheng Siong came in at fourth and fifth, with changes in scores of +4.1 and +3.8 points respectively. The remaining brands in the improvers list constituted of travel and tourism brands that made noteworthy improvements said YouGov. Gardens by the Bay (+3.5), and River Wonders (+2.1), initially known as River Safari, were ranked as the seventh and eighth most improved brands respectively. Meanwhile, Singapore Airlines (+2.0) and Malaysia Airlines (1.6) also made notable progress, coming at ninth and 10th place. 

The brands in YouGov's Best Buzz Rankings 2021 were ranked accordingly on the "Buzz Score". This was determined by the responses from respondents when asked questions such as, "If you have heard anything about the brand in the last two weeks, news or word of mouth". It also asks the respondents if the news about the brand was positive or negative. The results on the "Buzz Rankings" chart show the brands with the highest scores between 1 January to 31 December 2021. Whereas for YouGov's "Buzz Improvers" chart, it ranks the brands with the highest increase in buzz, comparing scores in years 2020 and 2021. 

Photo courtesy: 123RF 

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