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2018 Millennial WOM: Sweden

Top WOM Rankings
Rank Brand 2018 Score
1 Netflix 67.5
2 Swish 67.0
3 Facebook 64.8
4 Apple 59.4
5 Spotify 58.9
6 Volvo 57.3
7 ICA 55.1
8 Marabou 53.1
9 Oatly 52.4
10 IKEA 51.5
Top WOM Improvers
Rank Brand 2018 2017 Change in Score
1 Marabou 53.1 43.2 9.9
2 Volkswagen 48.5 41.3 7.2
3 SAS 42.6 38.2 4.4
4 Circle K 43.8 40.4 3.3
5 Willys 48.2 46.2 2.0
Methodology: 

YouGov BrandIndex first screened all of its 290 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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