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2019 Brand Advocacy Rankings: Japan

Top Advocacy Rankings
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
Top Advocacy Improvers
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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