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2018 Millennial WOM: Hong Kong

Top WOM Rankings
Rank Brand 2018 Score
1 WeChat Pay 65.8
2 McDonald's 62.2
3 Alipay HK 61.9
4 Uniqlo 61.5
5 Nike 58.6
6 Adidas 58.1
7 TVB 57.3
8 HKTV Mall 56.6
9 Mannings 56.0
10 Airbnb 55.9
Top WOM Improvers
Rank Brand 2018 2017 Change in Score
1 ICBC 44.7 32.4 12.3
2 Listerine 41.0 29.8 11.2
3 Burberry 43.6 34.0 9.6
4 Cathay Dragon (Dragonair) 43.9 34.4 9.5
5 Union Pay 41.8 33.3 8.4
6 PUMA 40.9 33.5 7.4
7 BUPA 43.4 36.3 7.1
8 Gucci 47.3 40.3 7.0
9 Dah Sing Bank 37.7 31.5 6.1
10 Sun Life 46.4 40.4 6.1
Methodology: 

YouGov BrandIndex first screened all of its 310 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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