2019 NextGen WOM

2019 NextGen WOM: Taiwan

Top WOM Rankings
Rank Brand 2019 Score
1 Booking.com 71.7
2 Airbnb 64.5
3 LINE Points 61.0
4 CostCo Membership card | 好市多會員卡 54.4
5 McDonald's Membership card | 點點卡 (麥當勞) 52.7
6 FamiClub | 全家集點卡 51.4
7 Expedia 50.2
8 UUPon (Easy card) | UUPon (悠遊卡) 49.8
9 Hyatt | 君悅飯店 49.4
10 Free Card (PX Mart) | 全聯福利卡 48.9

*Sectors covered: Loyalty Programmes and Hotels / Accommodation & Travel Service

Top WOM Improvers
Rank Brand 2019 2018 Change in Score
1 Hilton | 希爾頓飯店 44.6 41.9 2.7
2 Booking.com 71.7 69.7 2.0
3 Marriott | 萬豪飯店 45.9 44.2 1.7
4 Hyatt | 君悅飯店 49.4 49.1 0.3

*Sectors covered: Loyalty Programmes and Hotels / Accommodation & Travel Services

Methodology: 

YouGov BrandIndex first screened all of its 85 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

WOM Rankings by Market

Brand Rankings Archive

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