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2018 Millennial WOM: Germany

Top WOM Rankings
Rank Brand 2018 Score
1 Netflix 78.9
2 IKEA 74.3
3 WhatsApp 73.6
4 Amazon 72.6
5 Facebook 71.3
6 eBay Kleinanzeigen 70.8
7 Prime Video (Amazon) 70.7
8 McDonald's 69.5
9 Airbnb 68.5
10 Nutella 68.2
Top WOM Improvers
Rank Brand 2018 2017 Change in Score
1 Katjes 46.0 35.7 10.3
2 Netflix 78.9 70.2 8.8
3 Obi 51.4 45.2 6.2
4 Tesla 54.4 49.2 5.2
5 Nivea 51.1 46.3 4.8
6 kinder Schokolade 54.0 49.2 4.8
7 booking.com 58.6 54.0 4.6
8 Deutsche Post 53.4 48.8 4.6
9 Deichmann 66.2 61.6 4.5
10 Nutella 68.2 63.7 4.5
Methodology: 

YouGov BrandIndex first screened all of its 1,200 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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