Global Rankings

2018 - Buzz Rankings: Germany

Top Buzz Rankings
Rank Brand 2018 Score
1 dm 16.9
2 IKEA 16.6
3 Fielmann 16.4
4 Lego 15.8
5 Edeka 15.7
6 eBay Kleinanzeigen 15.6
7 Nivea 15.0
8 Lidl 15.0
9 Samsung 14.8
10 Aktion Mensch 14.8
Top Buzz Improvers
Rank Brand 2018 2017 Change in Score
1 Netflix 14.7 10.3 4.5
2 Sparkasse 5.7 1.5 4.1
3 Prime Video 9.7 5.7 4.1
4 Huawai 9.7 6.5 3.1
5 Check24 12.9 10.6 2.3
6 ÖGER TOURS -3.1 -5.4 2.3
7 Vattenfall -1.0 -3.1 2.2
8 Wiesenhof -4.0 -6.0 2.0
9 ATU 2.9 1.0 1.9
10 Müller/Müllermilch 5.2 3.3 1.9
Methodology: 

The 1.267 brands in YouGov BrandIndex were ranked using the 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?” Scores are net scores, calculated by subtracting the percentage of negative responses from the percentage of positive responses for each brand.

The Buzz Rankings chart shows the brands with the highest average Buzz scores between January and December 2018. The Buzz Improvers chart ranks the brands with the highest increase in Buzz comparing scores in years 2017 and 2018, to be included the year over year variance must be positive. Both scores are representative of the general population.

All Buzz scores listed have been rounded to a single decimal place, however, we have used additional precision to assign ranks.

All brands must be tracked for at least 6 months to be included in the rankings, and must have been tracked for at least 6 months in the prior year’s period (as well as being currently tracked) to appear in the movers tables.

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