Marketing Featured Southeast Asia

DBS, POSB most ‘considered’ banking brands by SG consumers

Singapore – In its recently released Bank and Payment Brand Rankings 2022, market research company YouGov unveiled that local banks DBS and POSB have snagged the top spot in Singapore. 

DBS led the list with a total score of 41.0, followed by POSB at 34.2 points. Digital payment company VISA came in third place with a score of 26.8 while Singaporean bank OCBC followed closely at 26.1.

Completing the top ten is Mastercard at 25 points, commercial bank UOB with 22.9 points, Paypal with 22.1 points, Citibank with 14.7 points, Standard Chartered Bank with 12.5, and American Express at 9.8 points. 

YouGov also revealed the most improved brands in the financial services sector, including Paypal and digital banking app Revolut, both with a +1.1 change in score. Other banks on the list are Mastercard and UOB, who had improved scores of +0.3 each.

The rankings are based on YouGov BrandIndex’s positive consideration score, which measures the percentage of a brand’s customers who would consider it when next in the market to make a purchase.

The brands were ranked between October 1, 2021, and September 30, 2022. Moreover, the scores were rounded to a single decimal place with additional precision to assign ranks.

Meanwhile, the improvers were determined by their change in score between the said period and the previous twelve months. 

YouGov has also previously released the overall brand rankings in Singapore, unveiling Singapore Airlines as the top brand for 2022.