Samsung and Google top the list of most admired global brands in a multi-country survey covering Europe, the Middle East, Latin America and Asia
The list was compiled using YouGov BrandIndex, which tracks consumer perception of brands through daily nationally representative surveys in 15 countries around the world. Each brand is assigned a ‘Buzz’ score based on whether respondents have heard anything positive or negative about a brand in the last two weeks, through advertising, news, word-of-mouth or friends and family.
Samsung rates in the top 25 most well-regarded brands in 13 of the 15 countries surveyed, while Google comes top 25 in 12 countries. They are followed by YouTube in third place, which ranks in the top 25 in 10 countries. German automaker Volkswagen (8) and American electronics brand Apple (8) both rank fourth globally. Rounding out the list of global super brands are Sony, Audi and BMW, which rank in the top 25 in six of 15 countries surveyed.
In Brazil, China and Mexico, three of the major emerging economies covered in the YouGov rankings, all of the global super brands rank highly with consumers. Google is notably absent from the top 25 in China, while Samsung is rated number one among Chinese consumers. Chinese search engine Baidu has the largest share in internet search in China, and is the country’s third most well-regarded brand, according to YouGov BrandIndex.
In addition to Volkswagen, German car makers Audi and BMW also make the top 25 in both Brazil and China, and enjoy a strong global profile in Europe, the Middle East and Asia. Japanese electronics company Sony is also in a strong position, making the top 25 in six countries, spanning Latin America, Europe and the US.
YouGov BrandIndex CEO Ted Marzilli said: “Technology and internet brands transcend national boundaries and provide products and services that impact people’s daily lives. Whether it is technologies made by Samsung, Apple and Sony, or the wealth of information and videos made instantly available by Google and YouTube, these companies shape modern life and connect people from around the world, making them some of the most powerful global super brands.”
“Three German automakers, Volkswagen, Audi and BMW, made our global super brands list, which shows the high regard that consumers around the world have for German craftsmanship in the auto category. In addition to being top brands in the European markets, they also rate highly in Brazil and China, which are the new frontiers of the global economy.”