Samsung beats Apple in brand health rankings

Google, YouTube and Facebook have topped a first-ever global brand health ranking by YouGov, an online market research firm based in the UK.

In a list dominated by online brands, Samsung has come in fourth, messaging service WhatsApp is in fifth position, and Apple’s iPhone is in sixth spot. Other brands in the top 10 ranking include brands such as Amazon, Toyota, Adidas and Colgate.

The rankings are based on YouGov BrandIndex data from across the world. BrandIndex operates in 32 countries across the globe, including markets in North America, South America, Europe, Africa, Asia and Australia.

The ranking takes into account consumers’ perceptions of a brand’s quality, value, impression, satisfaction, reputation and whether consumers would recommend the brand to others. The rankings list shows the brands with the highest average Index scores between July 1, 2016 and June 30, 2017.

“Tech brands dominate this global list and with good reason. By their very nature the likes of Google, YouTube and Facebook are open and accessible in most places on earth to anyone with online access,” YouGov CEO for data products Ted Marzilli said.

“The presence of Samsung and Apple iPhone demonstrate are a sign that our mobile devices have become the remote controls for our lives. All of the brands in the ranking are mainstream with broad utility at their core – and this is as true of the likes of Toyota and Colgate as it is for WhatsApp and Samsung.”