Kmart and JB Hi-Fi in YouGov brand rankings

‘Home-grown’ brands well represented.

Google is the world’s top brand according to YouGov. The international market based research firm also places Google in the top spot in Australia for its inaugural global and Australian brand health rankings.

The local list is dominated by established retail organisations including Bunnings, Coles, Kmart, JB Hi-Fi, and Woolworths. Other tech brands that join Google in the top 10 here are PayPal and YouTube with Qantas and Toyota rounding out the group.

While Australian rankings are topped by large global brands it is significant that ‘home grown’ brands such as Bunnings and JB Hi-Fi are well represented, head of Australia and New Zealand, Sej Patel said. “However, the majority of movers are multinationals and with more global brands indicating an interest on the Australian market with the likes of Amazon, ‘local’ brands will need to work hard to maintains their status amongst Australian consumers,” he said.

YouGov also released a list of the brands with the most improved brand health over the past year with Volkswagen, Malaysian Airlines and 7-Eleven all improving after some turbulent times.  Netflix is Australia’s top improving brand, pointing to the trend of streaming services which are becoming part of the mainstream as a platform for consuming entertainment, head of data products, Asia Pacific, Ervin Ha said. Other significant improvers were Woolworths and Instagram.

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