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Search engine giant Google continues to remain the most recommended brand by consumers in India, for second time in a row. WhatsApp and MakeMyTrip remain the second and third most endorsed brands this year as well, according to the Brand Advocacy Rankings produced by YouGov’s brand tracking tool BrandIndex.
YouGov India is a subsidiary of a UK-headquartered data and consumer insights firm.
Sectors covered
Taking a look at leading brands in five sectors – financial services, food delivery services, hotels and booking sites, Internet and transport providers – the company decided to get the top ten most recommended brands from these categories.
Airbnb came in at an impressive number four, while Swiggy and Amazon were the other new entrants, parking themselves at spot six and eight, respectively.
The company said YouTube, Metro Rail and Marriott have seen a decline in their ranks this year, moving down to number five, seven and nine, respectively.
While Facebook has lost its position in the rankings this year, hotel major Hyatt remains at the same spot (ten) this year as well.
Financial services
YouGov also revealed the brands that have improved the level of customer advocacy over 12 months. Birla Sun Life Insurance has seen the greatest improvement in its recommend score in India from 26 points last year to 39 this year.
Banks and financial services seem to be resonating particularly well with customers, with brands like Kotak Mahindra Bank, Reliance Life Insurance, and Axis Bank showing significant improvement in their scores this year, the company said.
Deepa Bhatia, General Manager, YouGov India, said in a statement, “The rankings reveal brands that have made a significant impression on consumers, enough for them to endorse the brand to others. In the current digital world, it is no surprise that three out of the top five are technology brands. A recommendation from friend or family provides a very valuable testament for a brand. The top ten brands have managed to deliver positive experiences and have succeeded in building strong advocacy among their customers in India.”
YouGov BrandIndex screened all of its 110 brands in India for their net recommend score. It also screened all of its brands in 30 countries worldwide to determine the most recommended brands by consumers in each country.
Global scene
Internet sites held strong around the globe in this year’s advocacy rankings, with top placements going to Netflix, ranking in eleven markets and Google in ten.
WhatsApp found its place among the top ten rankers in eight regions.
Travel also made considerable impact, with Airbnb registering high recommend scores in eight regions and Emirates in seven regions.
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