Source: YouGov Brandindex. Brandindex rankings for 2016 for Indonesia.
The YouGov Brandindex rankings for 2016 reveal a diverse range of popular brands in Indonesia. Garuda, the national airline, claims the top spot, followed by tech giant Samsung and Danone’s mineral water brand, Aqua.
These brands were evaluated based on BrandIndex’s Buzz score, which gauges public perception by asking respondents whether their exposure to a brand in the past two weeks, whether through advertising, news, or word-of-mouth, was positive or negative.
The Buzz Rankings chart showcases the brands that achieved the highest average Buzz scores from January to December 2016.
Source: YouGov Brandindex. Brand reputation improvements in 2016.
The Buzz Improvers chart highlights the brands that experienced the most significant positive shifts in their Buzz scores between 2015 and 2016. Both years’ scores represent the general population’s perception.
Air Asia, CNN Indonesia, and Malaysia Airlines emerged as the top Buzz improvers. Air Asia, in particular, transitioned from a negative perception in 2015 to a considerably more positive one. Malaysia Airlines, also grappling with negative perceptions in 2015, demonstrated notable progress in improving its image.
Other key takeaways include:
+Social media giants Facebook, YouTube (an Alphabet brand), and Instagram (a Facebook brand) secured impressive Buzz scores in the 40s, while Alphabet’s Google+ followed with a score in the mid-twenties. Instagram, YouTube, and Pinterest stood out as the most improved brands in this category.
+In the healthcare and pharmaceutical sector, herbal medicine Tolak Angin, pain reliever Panadol, and cold medicine Promag took the lead.
+The financial sphere was dominated by banking institutions BCA, Bank Mandiri, and BNI. Insurance providers FWD and Aegon recorded the most substantial Buzz score gains.
+Aqua, Pocari Sweat, and Teh Botol Sosro emerged as the top three players in the beverage industry. Coca-Cola, Sprite, and energy drink Kratingdaeng demonstrated the most significant Buzz improvements. The confectionery and snacks category was ruled by Asian brands. Euromonitor’s December 2016 report indicated that Ceres PT, a subsidiary of Singapore’s Petra Foods, held the leading position in the chocolate market with a 52% value share. Silver Queen (Ceres), Beng Beng (Mayora, Indonesia), and Tango (OT Group) claimed the top three spots. Biscuit brand Better (PT Citra Sukses Internasional), Beng Beng (starting from an already strong position), and Oops (OT Group) achieved the most notable Buzz improvements.
+Among dairy brands, encompassing yogurt and ice cream, Walls (ice cream), Yakult (yogurt drinks), and Milo (Nestlé’s chocolate malt beverage) secured the top three positions. Euromonitor’s findings revealed that Yakult commanded a 69% market share in Indonesia’s yogurt and sour milk product market in 2016. Cimory (milk, soy milk, yogurt drinks), Japfa’s Real Good milk drinks, and Dairylea’s Qeju cheese emerged as the top three brands for Buzz improvement.
+The quick-service (QSR) and casual dining restaurant category was led by US-based chains KFC, Pizza Hut, and McDonald’s. McDonald’s, California Fried Chicken (CFC), and Mr Baso (known for its meatballs, noodles, and rice dishes) stood out for their significant Buzz improvements.
+Two sets of rankings emerged in the transportation sector. In the airlines category, Garuda Indonesia, Singapore Airlines, and Garuda’s budget carrier Citilink Indonesia claimed the top three spots. Air Asia and Malaysia Airlines, followed by ANA, exhibited the most impressive brand improvements. Toyota, Honda, and Mercedes-Benz emerged as the most recognized automotive brands.
+Aston Hotels, Ritz Carlton, and Grand Hyatt secured the top three positions in the hotels and spas category. Holiday Inn Express, Cozy Spa, and Ibis experienced notable Buzz improvements.
+Samsung, Apple, and Asus, all prominent phone manufacturers, led the consumer electronics category. Sanken, Fujifilm, and Axioo showed the most significant Buzz improvement, with Sanken and Axioo transitioning from negative perceptions in 2015.
+Apple’s iPhone, the Samsung Galaxy S series, and Apple as a brand dominated the mobile phone landscape. Huawei, Xiaomi, and telecommunications company Tiphone demonstrated the most substantial Buzz improvement. Telkomsel, SimPATI, and Indosat emerged as the most recognized telecom and mobile operators. Bakrie Telecom (which faced debt challenges in 2015), CDMA providers Telkom Flexi, and StarOne achieved the most significant Buzz improvements, although they remained in negative territory. It’s worth noting that Telkom Flexi and StarOne have ceased operations, and Bakrie appears to lack a functional website.
+The personal care category saw Pepsodent, Lifebuoy, and Dettol claiming the top three spots. Shinzu’i (skin lightening), Tje Fuk (skin lightening), and Wardah (halal cosmetics) experienced notable Buzz improvements in 2016.
+Fashion retailers were more about general merchandise stores offering apparel rather than pure fashion-focused entities. Carrefour, Indomaret, and e-marketplace MatahariMall emerged as the most recognized brands. Robinson, Galeries Lafayette, and Ikea demonstrated the most substantial Buzz gains.
+The e-commerce/m-commerce category was led by Tokopedia, e-travel platform Traveloka, and Bukalapak. Tokopedia, Bukalapak, and Blibli (ranked 5th) appear to have gained significant traction over the past year.
*All Buzz scores presented have been rounded to one decimal place for clarity; however, greater precision was employed internally for ranking purposes.