2018 - Advocacy Rankings

2018 Advocacy Rankings: Japan


Top Advocacy Rankings
Rank Brand 2018 Score
1 Kerastase 60.3
2 Rakuten 59.9
3 Imperial Hotel 57.0
4 iPhone 56.9
5 The Ritz-Carlton 56.9
6 ANA 55.7
7 Panasonic 53.6
8 Rakuten Card 53.3
9 SK-II 49.7
10 Mandarin Oriental 49.6

Top Advocacy Improvers
Rank Brand 2018 2017 Change in Score
1 Samsung -8.8 -27.5 18.7
2 Amazon Prime Instant Video 45.8 35.8 10.0
3 WOWOW 23.3 15.7 7.6
4 Sharp 21.0 13.6 7.4
5 Muji 42.7 35.7 7.0
6 Hulu 20.6 13.8 6.8
7 Hyatt 39.9 33.2 6.6
8 Hilton 38.2 31.9 6.4
9 Prince 20.7 14.5 6.2
10 Nintendo 31.7 25.6 6.1
Methodology: 

YouGov BrandIndex screened all of its 320 brands for their net Recommend score, which asks respondents "Would you recommend the brand to a friend or colleague?" and “Would you tell a friend or colleague to avoid the brand?” Only respondents who are current or former customers of a given brand are interviewed. Rankings data was collected between November 1, 2017 and October 31, 2018, and Improvers data was collected between November 1, 2016 and October 31, 2018. All brands must have a minimum N of 200 and have been tracked for at least 6 months to be included in the rankings and at least 6 months in the prior year's period (as well as being currently tracked) to be included among improvers.

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