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| Source: YouGov Brandindex. Brandindex rankings for 2016 for Indonesia. |
The YouGov Brandindex rankings for 2016 show diversity in Indonesia. It's national carrier Garuda in top place, followed by Samsung and Aqua, the mineral water brand from Danone.
Brands were rated using BrandIndex’s Buzz score* which asks respondents, “If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?”
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| Source: YouGov Brandindex. Brand reputation improvements in 2016. |
The Buzz Improvers chart ranks the brands with the highest increase in Buzz comparing scores in years 2015 and 2016. Both scores are representative of the general population.
The top Buzz improvers were Air Asia, CNN Indonesia and Malaysia Airlines. Air Asia in particular went from negative territory in 2015 to being seen in a significantly positive light. Malaysia Airlines, also viewed negatively in 2015, made some inroads in improvement.
Other highlights included:
+For healthcare and pharma, it was all about Tolak Angin, a herbal medicine used for flu, headache, nausea and flatulence; Panadol and cold medicine Promag.
+Aqua, Pocari Sweat and Teh Botol Sosro made the top three for beverages. Top improvers were Coca-Cola, Sprite and Kratingdaeng, an energy drink. The confectionery and snacks category was dominated by Asian brands. Euromonitor reported in December 2016 that Ceres PT, which belongs to Singapore's Petra Foods, is the market leader for chocolate with a value share of 52% in 2016. Silver Queen from Ceres is No. 1, then Beng Beng from Mayora of Indonesia and OT Group's Tango. The best buzz improvements came from Better, a biscuit brand from PT Citra Sukses Internasional, Beng Beng - which started from an already high score - and Oops, also from the OT Group.
+For dairy brands - including yoghurt and ice cream - Walls, an ice cream maker, Yakult, yoghurt based drinks, and Milo, a chocolate malt beverage from Nestlé, were in the top three. According to Euromonitor, Yakult has a 69% market share in yoghurt and sour milk products in Indonesia for 2016. Cimory, a provider of milk, soy milk and yoghurt-based drinks, Japfa's Real Good milk drinks and Qeju cheese from Dairylea were the top three winners for Buzz improvement.
+Quick service (QSR) restaurants and casual dining brands were all US brands, KFC, Pizza Hut and McDonald's. McDonald's, California Fried Chicken - better known as CFC - and Mr Baso, whose menu includes meatball (editor's note: 'meatball' is 'bakso' in Bahasa Indonesia), noodle and rice dishes, did best on Buzz improvements.
+When it comes to airlines the top three were Garuda Indonesia, Singapore Airlines, and Garuda's budget airline brand Citilink Indonesia. The top brand improvements were from Air Asia and Malaysia Airlines, followed by ANA.
+For hotels and spas Aston Hotels, Ritz Carlton and Grand Hyatt were the top three. Major Buzz improvements were experienced by the Holiday Inn Express, Cozy Spa and the Ibis.
+The personal care category had Pepsodent, Lifebuoy and Dettol in the top three places. Shinzu'i lightening skincare, Tje Fuk, also for skin lightening and Wardah, known for its halal cosmetics, saw the Buzz improvement in 2016.
+Fashion retailers were more about general goods providers which also offer fashion than pure fashion retail. Carrefour, Indomaret and e-marketplace MatahariMall were the best known brands. Robinson, Galeries Lafayette and Ikea made the most gains for Buzz.
+The e-commerce/m-commerce category saw Tokopedia, e-travel site Traveloka and Bukalapak as its three leaders. Tokopedia, Bukalapak and Blibli seem to have grown in popularity over the last year. Blibli ranked 5th in the main leaderboard.
*All Buzz scores listed have been rounded to a single decimal place; additional precision was used internally to assign ranks.