Top brands for Filipino millennials revealed

Tech, fashion, banking and beauty names are in the top 10 most positively perceived brands by Filipino millennials, according to a survey by international data and analytics group YouGov.

According to BrandIndex, YouGov’s measure of brand perception, Samsung is highest regarded with 83.7 points, followed by fashion brand Bench (71.9), BDO Unibank (69.5), Bank of the Philippine Islands (66.8), H&M (65), Uniqlo (64.6), Forever 21 (63), Penshoppe (62.9), LG (60) and Dove (57.3).

YouGov BrandIndex initially screened 1500 brands using a metric called “buzz”, which first asked respondents between 18 and 34 years old: “Have you heard anything positive about the brand in the past two weeks, through advertising, news or word of mouth?”.

With the selection narrowed to 90 brands, another metric called “word of mouth” was used to define brands that respondents had discussed with friends and family.

BrandIndex tracks brands daily using 11 other metrics, which provide insight on consumers’ perceptions of brands. YouGov runs more than 2.5 million interviews every year, with respondents chosen from its online panels of five million consumers across 31 countries.

YouGov Asia Pacific head of data products Ervin Ha says BrandIndex is a valuable tool for marketers looking to tap key markets, such as millennials.


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