AsiaOne is most improved brand, say Singapore millennials

AsiaOne is most improved brand, say Singapore millennials
PHOTO: YouGov BrandIndex

We may have existed for over two decades - which is ancient in internet years - but it's nice to know that we're still cool enough for Singapore millennials.

AsiaOne has topped the list of Best Brand Improvers among Millennials in Singapore, according to ranking by YouGov BrandIndex, jumping from a score of 30.5 in 2016 to 39.6 this year.

Others in the top three were Lazada at second and Amex in third spot.

YouGov had asked consumers aged between 18 and 34 if they heard anything positive about the brand in the past two weeks and were then subsequently ranked on word-of-mouth scores, based on whether they had talked about a brand with their friends and family in the past two weeks.

AsiaOne, which was established as a news portal in 1995, underwent a major rebranding campaign in May. Since then, it has transformed into a content site that focuses on trending topics within Singapore and the region. 

It carries articles from content partners around Asia to bring to readers a diverse range of stories.

In May 2017, the same month AsiaOne unveiled its brand new look, the website won the award of excellence - the highest honour possible - at the 23rd Annual Communicator Awards.

Said AsiaOne's editor Karen Lim: "With our recent revamp in May where we have shifted our focus to trending news, it's encouraging that our efforts have paid off with the results of this survey. It's great to know that our team - who are also made up of millennials - have their ears to the ground and are giving our readers what they want."

"Millennials, those were born between 1980 and 1999, are one of the largest and most technology savvy generations ever. Marketing to this demographic is a priority for established and emerging brands alike. Leveraging BrandIndex and its different measurement metrics, we can see which brands are the most popular in the eyes of this generation," said Ervin Ha, head of data products at YouGov Asia Pacific.

Among best-perceived brands, McDonald's, Carousell and Taobao Southeast Asia were ranked tops.

Featuring prominently in the list were e-commerce and m-commerce brands, as well as brands from the food and beverage sector, providing some insight on what's popular among millennials.

These include Uniqlo (67.3), Starbucks (65.4), Singapore Airlines (65.2), Singtel (64.7) and KFC (62.1).

And yes, a big thank you goes out to all of you, our dear readers. Keep on reading!

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