2019 Brand Advocacy Rankings: Japan
| Rank | Brand | 2019 Score |
|---|---|---|
| 1 | Tokyo DisneySEA | 63.2 |
| 2 | Kerastase | 59.2 |
| 3 | The Ritz-Carlton | 58.3 |
| 4 | iPhone | 57.6 |
| 5 | Imperial Hotel | 56.7 |
| 6 | Rakuten Card | 56.2 |
| 7 | Tokyo DisneyLand | 55.7 |
| 8 | ANA | 55.4 |
| 9 | SK-II | 54.3 |
| 10 | Universal Studios Japan | 53.1 |
| Rank | Brand | 2019 | 2018 | Change in Score |
|---|---|---|---|---|
| 1 | TOSHIBA | 17.1 | 9.6 | 7.5 |
| 2 | livedoor | 3.2 | -3.9 | 7.1 |
| 3 | Mitsui Sumitomo Card | 16.9 | 11.8 | 5.2 |
| 4 | Suica | 26.7 | 21.9 | 4.9 |
| 5 | Rakuten | 49.2 | 44.3 | 4.8 |
| 6 | SK-II | 54.3 | 49.7 | 4.7 |
| 7 | Jack Daniel's | 23.4 | 18.8 | 4.6 |
| 8 | Maybelline | 12.8 | 8.3 | 4.5 |
| 9 | Estee Lauder | 27.7 | 23.3 | 4.4 |
| 10 | M・A・C | 26.6 | 22.3 | 4.2 |
Methodology:
YouGov BrandIndex screened all of its 322 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, 2018 and October 31, 2019, and Improvers data was collected between November 1, 2017 and October 31, 2019. 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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