YouGov BrandIndex announced the top 10 best perceived brands among millennials in Hong Kong. Uniqlo, TVB and Agoda achieved the highest “word of mouth scores” , outscoring ViuTV and Nike, which rank fourth and fifth respectively.
The best perceived brand list is dominated by fashion retail brands, with three out of the top 10 coming from this industry.
However, travel brands are also popular in millennials’ minds in Hong Kong, with Agoda ranked second jointly with TVB, Hong Kong Express ranked seventh and Expedia ranked ninth jointly with AIA.
According to YouGov, millennials, which is defined as those born between 1980 and 1999, are one of the largest and most technology savvy generations. Marketing to this demographic is a priority for established and emerging brands alike.
For this ranking, YouGov BrandIndex first screened all of its 1,500 brands for positive buzz, which asks respondents “Have you heard anything positive about the brand in the last two weeks, through advertising, news, or word of mouth?” Brands with low response volume were eliminated.
From those brands, they were then ranked on “word of mouth scores”, which asks respondents “Which of the following brands have you talked about with friends and family in the past two weeks (whether in person, online or through social media)?” All respondents for this research were adults 18 through 34 years old.
(Source: Marketing Interactive )