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2018 Millennial WOM: South Korea

Top WOM Rankings
Rank Brand 2018 Score
1 Cacao Bank | 카카오뱅크 66.5
2 Innisfree | 이니스프리 60.1
3 Apple | 애플 57.5
4 Samsung | 삼성 57.3
5 yanolja | 야놀자 52.0
6 Airbnb | 에어비앤비 51.4
7 The Face Shop | 더페이스샵 51.1
8 Etude | 에뛰드 49.7
9 Tylenol | 타이레놀 49.5
10 Listerine | 리스테린 48.5
Top WOM Improvers
Rank Brand 2018 2017 Change in Score
1 Hotels.com | 호텔스닷컴, 호텔닷컴 37.6 31.7 6.0
2 yanolja | 야놀자 52.0 47.9 4.1
3 Hyatt | 하얏트 26.8 22.9 3.9
4 Hilton | 힐튼 28.0 24.5 3.6
5 Interpark Tour | 인터파크투어 36.3 34.3 1.9
6 Agoda | 아고다 38.1 36.5 1.5
Methodology: 

YouGov BrandIndex first screened all of its 110 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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