Pointlogic and YouGov BrandIndex release top-10 buzz brands in Mexico

Facebook, Google and WhatsApp in the top-3 of the BrandIndex BUZZ Mexico 2016 ranking. The ranking measures the perception of Mexican consumers on more than 250 brands and 16 Key Performance Indicators (KPI)s.

São Paulo, January 18th, 2017 - Pointlogic and YouGov BrandIndex present the 2016 buzz ranking – brands that are most talked about by consumers, whether by ads, news or word of mouth –: BrandIndex BUZZ. In Mexico, Facebook tops the ranking, followed by Google, WhatsApp, Bonafont and Samsung.

BrandIndex is a daily tracking survey realized in 32 countries; since January 2013, this study measures the perception of Mexican consumers on more than 250 brands and 16 Key Performance Indicators (KPI)s: prompted awareness, consideration, purchase intent, impression, quality, recommendation, reputation, satisfaction, attention, value, buzz, word of mouth, current customer, former customer and general performance. The score of a brand in this ranking is calculated using the buzz scores; each and every one of the 250 brands was evaluated by on average 4 thousand consumers.

According to BrandIndex BUZZ 2016, the top ten buzz brands in Mexico are:

  1. Facebook
  2. Google
  3. WhatsApp
  4. Bonafont
  5. Samsung
  6. Michelin
  7. Guillete
  8. Walmart
  9. Yakult
  10. Ciel

By category, the top 3 brands are: automotive – Nissan, Ford, Volkswagen; beer – Heineken, Victoria, Tecate;  bottled water – Bonafont, Ciel, Gatorade; personal care/hygiene – Guillete, Oral B, Rexona; facial/body care – Dove, Huggies, Lubriderm; financial services – BBVA Bancomer, Banorte, Banamex; internet – Facebook, WhatsApp, Instagram; media – Google, El Universal, Yahoo; milk and yogurt – Yakult, Activia, Lala; health/drug companies – Aspirina, Pepto Bismol, Vick; stores/restaurants – Walmart, Liverpool, Bodega Aurrerá; snacks – Sabritas, Rufles, Doritos;  soft drinks/juices – Jumex, Del Valle, Peñafiel; tech/telecom – Samsumg, Sony, Mac; tires – Michelin, Goodyear, Firestone.

David Eastman, Managing Director Pointlogic Latin America, comments:

"What exactly these ten brands are doing – and very well – to generate so much positive buzz, is the million-dollars question. What is clear is that these brands that generate more buzz usually have well designed media plans that specifically target the consumer groups. The winning brands have discovered the way to leverage the power of traditional and online media, conveying the right messages to the right people, during the adequate moment and using the correct channels”.

 

The BrandIndex BUZZ Mexico study is the result of an association between YouGov and Pointlogic, to collect 100 interviews per day via the internet, covering 15 advertising categories.

BrandIndex BUZZ Methodology

The score of a brand in this ranking is calculated on buzz, which are the answers of consumers to the question: "If you have heard anything on a brand in the last weeks, via media, news or word of mouth, is positive or negative". The buzz score ranges from -100 to 100 and subtracts the negative opinion from the positive ones. Each and every one of the 250 brands was evaluated by 4 thousand consumers on average.

About Pointlogic

Company acquired by Nielsen in March, 2016, Pointlogic is a global leader in marketing decision-supporting systems, that allow for more precise media planning, which generates a better ROI (Return on Investment). Pointlogic is a multinational company headquartered in Rotterdam, existing since 1992, and present in more than 100 countries with offices in São Paulo, Rotterdam, London, Paris, New York, Frankfurt, Singapore and Shanghai. Pointlogic is responsible for an extensive portfolio of activities, has worked with over 200 blue chip clients, which include the biggest advertising agencies, almost all media companies and big advertiers in all continents.

Contact: David Eastman, Managing Director, Pointlogic Latin America / eastman@pointlogic.com / +55.11.9.7589.7579