2019 NextGen WOM

2019 NextGen WOM: Sweden

Top WOM Rankings
Rank Brand 2019 Score
1 Netflix 69.1
2 Swish 65.0
3 YouTube 62.0
4 Spotify 61.2
5 ICA 60.1
6 Willys 57.0
7 Apple 56.7
8 Tesla 56.1
9 HBO Nordic 55.9
10 Volvo 55.7
Top WOM Improvers
Rank Brand 2019 2018 Change in Score
1 Willys 57.0 48.2 8.8
2 BMW 42.9 37.1 5.7
3 Lidl 52.4 46.8 5.6
4 Tesla 56.1 51.1 5.1
5 ICA 60.1 55.1 5.0
6 Klarna 46.8 42.5 4.3
7 IKEA 54.1 51.5 2.6
8 Spotify 61.2 58.9 2.3
9 Coca-Cola 51.7 49.7 2.0
10 Google 45.1 43.4 1.6
Methodology: 

YouGov BrandIndex first screened all of its 344 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 young adults 18 through 34 years old. Data was collected between September 1, 2018 and August 31, 2019.

2019 Top Brand Buzz Rankings

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