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2018 Millennial WOM: Philippines

Top WOM Rankings
Rank Brand 2018 Score
1 Samsung 81.5
2 Cebu Pacific 76.4
3 Philippine Airlines 72.1
4 Bench 71.0
5 BDO Unibank (Banco de Oro) 67.5
6 Penshoppe 66.6
7 Bank of the Philippine Islands (BPI) 65.5
8 Piattos 63.2
9 Uniqlo 62.5
10 Oreo 61.2
Top WOM Improvers
Rank Brand 2018 2017 Change in Score
1 Axe 50.6 43.6 7.0
2 Head & Shoulders 57.4 50.5 7.0
3 China Bank 43.3 36.4 6.9
4 PNB Life 33.0 26.4 6.6
5 Pampers 43.9 37.3 6.6
6 Manulife 46.0 39.7 6.3
7 Land Bank of the Philippines (Landbank) 54.8 48.6 6.2
8 United Coconut Planters Bank (UCPB) 33.9 28.1 5.8
9 Maybank 35.6 29.8 5.8
10 Closeup 50.8 45.2 5.6
Methodology: 

YouGov BrandIndex first screened all of its 220 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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