Sunday 21 October 2018

Google tops the list for brand health as people 'unlike' Facebook

Google is available in most place around the world (Yui Mok/PA)
Google is available in most place around the world (Yui Mok/PA)
Ellie Donnelly

Ellie Donnelly

Internet giant Google has come out top in YouGov's latest Global Brand Health Rankings.

The scores are based on an average of factors including impression, quality, value, satisfaction, recommend and reputation.

In Ireland, Google also came out on top, followed by social media giant Facebook and video-sharing site YouTube, also owned by Google.

Similar to the overall rankings from UK-headquartered market research and data company YouGov, tech giants dominated the rankings in Ireland, with Netflix and Paypal completing the top five brand health places.

Digital brands dominated the ranking with good reason, the research found.

By their very nature, the likes of Google, YouTube and WhatsApp are available in most places around the world to anyone with internet access. However, classic household names that have been around for many years also featured on the list, proving that they can still connect with the general public, and as a result have very positive brand health.

The overall rankings, which are based on more than six million interviews over the 12 months to the end of June, showed that technology giant Samsung jumped one place from last year, climbing to third position.

Popular messenger service WhatsApp also jumped one place in people's esteem, rising to fourth.

However, in what has been a bruising few months for Facebook, the social media giant has fallen two places to fifth in the ranking.

Meanwhile, there were three new entries in the top ten list of global health rankings.

While ecommerce business Amazon remains sixth on the list, flat-pack furniture giant Ikea entered the rankings at number seven.

Another notable new entry to the top 10 list was clothes brand Uniqlo - which recently signed a €258m contract over 10 years with tennis superstar Rodger Federer - ranking in ninth place.

Danish toy manufacturer Lego also makes the top 10 list for the first time.

Facebook is one of Ireland's biggest private-sector employers, with close to 7,000 staff in Dublin.

Last month its founder and CEO Mark Zuckerberg's fortune took an almost $16bn (€13.7bn) hit in the space of 24 hours, a day after executives forecast years of lower profit margins.

The social media giant has been dogged by a series of privacy and content scandals - the latest in July when an investigation by UK-based Channel 4's 'Dispatches' programme found disturbing posts, including violent videos involving assaults on children, remained on Facebook after being reported by users and reviewed by moderators.

In addition, its second-quarter results were the first sign that a new European privacy law - General Data Protection Rules (GDPR) - and a string of privacy-related controversies involving Cambridge Analytica and other app developers, are hitting the company's business.

The new European Union GDPR, which came into effect on May 25, forced several changes to Facebook's privacy terms and sign-up process, leading a minority of users to opt for non-personalised ads, which tend to generate less revenue.

The number of Facebook's daily active users in Europe declined by three million amid the introduction of the new regulations.

(Additional reporting Reuters)

Irish Independent

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