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Google is Australia’s most positive brand

Technology & Data

Google is Australia’s most positive brand

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Google has topped another annual brand ranking list.

Web giant Google has been named Australia’s number one brand in YouGov’s Brandindex Buzz score ratings.

YouGov Brandindex surveys thousands of consumers daily, asking them: “If you’ve heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?” before generating a ‘Buzz score’ based on the results.

The results tallied up for January to December 2016 reveal the top 10 and their corresponding Buzz score:

  1. Google, 26.1,
  2. YouTube, 25.4,
  3. Aldi, 24.5,
  4. Bunnings, 22.0,
  5. Toyota, 21.3,
  6. PayPal, 21.2,
  7. Netflix, 20.9,
  8. Coles, 20.5,
  9. Facebook, 20.5, and
  10. Kmart, 19.7.

 

Buzz scores are calculated by subtracting negative opinions from positive. The worst possible score is -100 and the best is 100. A brand with equal amounts of negative and positive feedback would have a score of zero.

It’s interesting to note the lower top scores held by top brands in the insurance and hotel industries, with the scores broken into categories below:

Automotive:

  1. Toyota, 21.3,
  2. Mazda, 13.5, and
  3. Mercedes-Benz, 10.3.

 

Dining QSR/casual dining:

  1. Subway, 19.2,
  2. Hungry Jack’s, 9.7, and
  3. Boost Juice, 9.3%.

 

Consumer electrics: 

  1. Apple, 19.6,
  2. Dyson, 14.7, and
  3. Samsung, 14.0.

 

Banking and payment:

  1. PayPal, 21.2,
  2. Visa, 9.3, and
  3. Mastercard, 7.2.

 

Insurance:

  1. AAMI, 5.5,
  2. NRMA, 5.2, and
  3. Youi, 4.8.

 

Internet: 

  1. Google, 26.1,
  2. YouTube, 25.4, and
  3. Facebook, 20.5.

 

Retail:

  1. Aldi, 24.5,
  2. Bunnings, 22.0, and
  3. Coles, 20.5.

 

Telecoms/Pay TV:

  1. Netflix, 20.9,
  2. Foxtel, 8.9, and
  3. iTunes, 7.7.

 

Airlines

  1. Qantas, 19.7,
  2. Emirates, 12.4, and
  3. Virgin Australia, 12.0.

 

Booking:

  1. Trivago, 12.7,
  2. Tripadvisor, 12.3, and
  3. Flight Centre, 10.6.

 

Hotel:

  1. Novotel, 3.4,
  2. Hilton, 3.4, and
  3. Hyatt, 2.8.
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Ben Ice

Ben Ice was MarketingMag editor from August 2017 - February 2020

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