CNA Rises to Eighth in YouGov’s Best Global Brands 2025 Ranking, With Singapore Airlines Leading the List
In the latest YouGov’s Best Global Brands 2025 report, CNA has climbed one position to secure eighth place among Singapore’s top 10 brands. The report, released on January 23, placed Singapore Airlines at the forefront, followed by Changi Airport and Shopee in second and third, respectively.
Other brands in the top 10 include WhatsApp, Uniqlo, FairPrice, and Google, with CNA ranking ahead of Gardens by the Bay and YouTube. The ranking is based on “index scores,” which reflect the overall health of a brand. These scores are derived from an average of six key metrics: impression, quality, value, satisfaction, recommendation likelihood, and reputation.
Globally, Samsung emerged as the top brand, surpassing YouTube, WhatsApp, Google, Adidas, and Nike. Other global giants such as Colgate, Netflix, Toyota, and Ikea also made it to the top 10.
The rankings were compiled using more than a million customer surveys conducted across 28 markets worldwide from January 1 to December 31, 2024.
Singapore’s Most-Improved Brands
The report also highlighted the brands that saw the most significant improvements in their index scores in Singapore. Leading the list was Grab, whose score increased from 14.2 to 19.6. Trip.com followed with a rise from 13.3 to 17.7, and Shopee improved its score from 45.2 to 49.5. The Straits Times rounded out the top 10 most-improved brands, with a score increase from 32.3 to 35.7.
Despite their popularity, brands like Apple and TikTok, although improved, did not make it into the top 10. YouGov explained that high visibility doesn’t always correlate with strong brand health, which is a comprehensive score combining various performance indicators.
Brand Health and Social Media
Some well-known social media brands, such as Facebook, Instagram, and TikTok, failed to crack the top 10 in Singapore. YouGov noted that these platforms tend to have varying audience profiles, which can affect their overall brand strength. For instance, Facebook tends to appeal more to older generations, while Instagram and TikTok are more popular among younger adults.
YouGov clarified that the rankings reflect a broader view of brand equity across different demographics. The data used for the report is based on an average score calculated over time, with a sample of Singapore’s adult population weighted by factors such as age, gender, and income to ensure national representation.
