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2018 Millennial WOM: Finland

Top WOM Rankings
Rank Brand 2018 Score
1 IKEA 56.3
2 Youtube 54.3
3 Lidl 54.1
4 K-citymarket 52.0
5 Prisma 51.0
6 Mc Donalds 49.4
7 OP 48.6
8 S-market 48.0
9 Samsung 47.1
10 Verkkokauppa.com 46.8
Top WOM Improvers
Rank Brand 2018 2017 Change in Score
1 K-citymarket 52.0 45.0 7.0
2 Youtube 54.3 49.4 4.8
3 Finnair 38.8 34.6 4.2
4 OP 48.6 44.7 3.9
5 XXL 43.9 40.0 3.9
6 Valio 39.2 35.5 3.7
7 Subway 44.0 40.8 3.2
8 Mc Donalds 49.4 46.4 2.9
9 S-market 48.0 45.6 2.4
10 Samsung 47.1 44.9 2.1
Methodology: 

YouGov BrandIndex first screened all of its 255 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. Data was collected between September 1, 2016 and August 31, 2018.

2018 2018 Millennial WOM

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