Nine named most improved brand in YouGov rankings

Household hardware chain Bunnings has once again topped YouGov’s Best Brand Rankings, while Nine has been named the “most improved” brand over the past year. 

The rankings are based on YouGov BrandIndex’s Index score: a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation. 

Bunnings registered a score of 48.4, while Google – which ranked second on the global rankings – and Cadbury similarly retained their second and third-place positions with scores of 45.8 and 44.9. 

Colgate’s toothpaste rose two positions to rank in fourth this year (43.4), while electronics corporation Samsung was closely behind with a score of 43.2, rounding off the top five.  

Automotive manufacturer Toyota (42.6); online payment company PayPal (42.4); and Australian retailer Woolworths (41.7) were next highest ranked, while consumer electronics retailer JB Hi-Fi (40.9) and breakfast cereal Weet-Bix (40.7) were ranked ninth and tenth respectively.  

Alongside the overall rankings, YouGov also released the ten “most improved” brands, which Nine topped with an improved score of +3.5 points.  

Automotive manufacturer Kia (+2.8 points) and Australia-headquartered Westpac (+2.2 points) were next most improved, while online streaming platform Disney+ and ANZ Bank rounded off the top five with improved scores of +2.0 points.  

Next on the Improvers’ list was Medibank (+1.7 points), travel company Flight Centre (+1.7 points) and insurer AAMI (+1.6 points), followed by consumer electronics company Hisense (+1.5 points) and hospitality company Travelodge (+1.5 points).

The rankings show the brands with the highest average Index score between 28 September 2021 – 27 September 2022 compared to 28 September 2020 to 27 September 2021.