Rolex rules, says YouGov BrandIndex

Rolex is the brand that people in Hong Kong would be most proud to work for, according to new analysis from YouGov BrandIndex.

The luxury watch manufacturer tops the Employer Reputation rankings with a score of 28.5, heading off hospitality provider Four Seasons Hotel and Resorts (24.7) and payments provider Visa (23). Sports goods brand Nike is fourth (20.7) while bank HSBC rounds out the top five (20.2).

Higher-end brands fill out the rest of the top 10. Shangri-La Hotels & Resorts is sixth (19.4), followed by fashion house Chanel (18.4), Japanese personal care brand Shiseido (18.2), Adidas (17.2) and the Mandarin Oriental Hotel (16.9).

YouGov every day asks people in Hong Kong whether they would be proud or embarrassed to work at any one of 290 specified brands. This forms a brand’s “Employer Brand Reputation” score. The rankings are based on a year’s worth of data.

YouGov has also published its top 10 improvers, which is dominated by airline brands. Malaysian airlines is top (4.5) followed by China Eastern Airlines (3.2) and China Airlines (3). Thai Airways is joint seventh alongside Hong Kong Airways (1.8).

YouGov is an international, full-service market research agency and pioneer of online marketing. It has a worldwide panel of 3 million people worldwide.

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