While dominant companies like Apple and TikTok were among the most-improved models in Singapore, they were never listed among Singapore’s top 10 companies.
According to YouGov, these companies did not make the top 10 because “presence does not always equate to experience or powerful brand health.”
” Companies are assessed across six measures – impact, quality, value, satisfaction, suggest and reputation. In response to inquiries from CNA, YouGov responded on Friday ( Jan 31 ) with a statement that a brand might perform well in one area but not necessarily in others.
” For instance, a company that scores well in hype may not have the same rating in reputation. ( A brand’s ) index score is a composite, so an average can affect rankings.
” Also, some brands may appeal more with certain socioeconomic groups, quite as younger people or specific income groups, which may impact the overall ranking. “
Another well-known social media platforms, including Facebook and Instagram, also failed to make the best 10 in Singapore, aside from TikTok.
According to YouGov, these social media platforms did not appear because they “tended to possess varied crowd information.”
” As a result, they may not have strong brand equity across the entire people,” the research and data analytics agency said.
” For example, Facebook is more common among older generations, while Instagram and TikTok are preferred by younger people, affecting their entire positions in a business. “
YouGov stated that its document was never based on one-time studies in response to a question about the number of people surveyed in Singapore and their populations.
“( A brand’s ) score is an average calculated over a period of time, and the data represents the adult population of Singapore,” it said.
To maintain a national picture of Singapore, the trial is weighted by age, sex, and income groups. “