Fashion dominates best-perceived brands

Fashion dominates the list of the top 10 best-perceived brands among millennials in Hong Kong, released by YouGov and BrandIndex.

Three fashion brands feature in the list, with Uniqlo achieving the highest Word of Mouth scores. It was followed by TVB, Agoda, ViuTV, Nike, Mannings, Hong Kong Express, Adidas, AIA and Expedia.

Marketing to millennials is a priority for established and emerging brands alike, say the survey partners, international data and analytics group YouGov and brand intelligence service Brandindex.

For the rankings, the companies first screened 1500 brands for “positive buzz”, asking respondents, “Have you heard anything positive about the brand in the past two weeks through advertising, news or word of mouth?”. Brands with a low response were eliminated.

The other brands were then ranked on Word of Mouth scores, in which respondents are asked which brands they have talked about with friends and family in the previous two weeks. Respondents for this research were aged from 18 to 34 years old. YouGov and BrandIndex interview thousands of consumers every day, yielding more than 2.5 million interviews a year. Respondents are drawn from their online panels of 5 million consumers across 31 countries.

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