Which are the most loved brands in Indonesia?

Indomie has retained its position as the best brand in Indonesia with a YouGov Index score of 65.5, according to YouGov’s Best Brands Rankings 2021. It was also the most talked about brand in Indonesia for the year 2020. Additionally, Kantar's Brand Footprint study listed Indomie as the top FMCG brand in Indonesia for 2019 and 2020. 

Last year, the brand unveiled a two-part ad for its consumers who were fasting during Ramadan. The first ad featured an actor preparing a plate of Indomie, but showed an empty plate with no noodles. It was followed by a caption telling viewers that there was no noodles because they were fasting. A separate ad was then released with the same actor going through the same preparation, but this time with the Indomie. The second ad is accompanied a similar caption, this time telling viewers that the noodles were there because it was time to break fast. 

Separately, Indomie also appointed REDComm to manage its digital duties for a year beginning 21 July, 2021, following a seven-month pitch process. Through Maroon, REDComm will work to improve Indomie's digital platforms, as well as create deeper and more meaningful campaigns to strengthen Indomie as a relevant youth brand. Ogilvy is the incumbent and it is understood that approximately five agencies pitched. 

Meanwhile, Shopee and Garuda Indonesia jumped up the ranks to second and third place, with a score of 63.7 and 61.6 respectively, followed by YouTube (58.9) and WhatsApp (58.2). Joining them in the top 10 are Aqua, Sunlight, Samsung, Google and Tokopedia. 

Additionally, Shopee was ranked within the top five brands in Singapore and Malaysia, and also topped the ranks as the most improved brand for both markets.

This year's rankings also saw TikTok top the list as the most improved brand in Indonesia, with a 12-point increase from last year. According to YouGov, it is the only brand in Indonesia with a double-digit increase. Telegram and ShopeePay also made the cut for the top three most improved retailers with a 9-point and 8.5-point increase respectively. Also making it into the top ten are Garuda Indonesia, Tokopedia, Netflix, Indomaret, Le Minerale, Cimory and Alfamart.

The rankings tracked data from 1 October 2020 to 31 September 2021 and are based on the Index score from YouGov BrandIndex, which constantly measures overall brand health. The score takes into account consumers’ perception of a brand’s overall quality, value, impression, reputation, satisfaction, and whether consumers would recommend the brand to others. 

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Photo courtesy: 123RF

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