January 28th, 2022, Samuel Tan
APAC Biggest Brand Movers highlights the top ten brands that have registered statistically significant month-on-month upticks in consumer perception, across various Asia-Pacific markets. These rankings identify brands which have logged the greatest number of improvements across 13 metrics each month – ranging from brand awareness and reputation, to purchase consideration and customer satisfaction – in YouGov BrandIndex, a syndicated brand tracker which continuously collects data on thousands of brands around the globe every day.
Spotify has claimed the top spot among Indonesia’s Biggest Brand Movers in December.
The Swedish audio streaming service provider made gains in 12 out of 13 YouGov BrandIndex metrics, across the Media category (Awareness, Ad Awareness, WOM Exposure, Buzz), Brand Health category (Impression, Reputation, Satisfaction, Recommend, Quality) and Purchase Funnel category (Consideration, Purchase Intent, Current Customer).
This impressive increase in brand awareness, chatter, positive consumer opinion, sign-ups and more comes as Spotify unveiled its yearly round-up of top songs, artists and albums for each country in December, with its 2021 Wrapped campaign.
Disney+ Hotstar was the runner-up, with upticks in Media metrics (Ad Awareness, WOM Exposure, Buzz), Brand Health metrics (Impression, Reputation, Satisfaction, Recommend, Quality) and Purchase Funnel metrics (Consideration).
The Disney-owned over-the-top video streaming service had premiered the highly-anticipated Korean spy drama Snowdrop, starring popular South Korean pop group Blackpink’s Kim Ji-soo on 18 December. It also began exclusively streaming the documentary Blackpink: The Movie from 15 December, while releasing other popular Star Wars and Marvel Studios titles, such as The Book of Boba Fett and Hawkeye.
GoPayLater took third spot, seeing improvements in Media metrics (Awareness, Ad Awareness, Buzz), Brand Health metrics (Value, Quality) and Purchase Funnel metrics (Consideration). The Buy Now Pay Later (BNPL) service from ride-hailing and digital payment platform Gojek, had appeared in several media publications during the month. GoPayLater was positioned as a credible BNPL service that is registered with, and under the supervision of the financial services authority Otoritas Jasa Keuangan (OJK).
Pizza Hut came in fourth, making gains in Media metrics (Ad Awareness) and Brand Health metrics (Impression, Value, Satisfaction, Quality). The American restaurant chain ran various promotions during the month and also launched a new metre-long pizza for 8-10 people. The pizza featured five toppings from cuisines around the world: American cheeseburger, Mexican Fajitas, BBQ Ranch, Quattro Formaggi and Craby Rangoon.
Lottemart clinched the fifth spot, enjoying improvements in Media metrics (Ad Awareness, WOM Exposure), Brand Health metrics (Impression, Quality) and Purchase Funnel metrics (Current customer). The South Korean hypermarket also ran a number of time-limited promotions for a range of grocery and household items throughout the month.
This included a tie-up with state-owned bank BNI, which saw BNI credit card holders receive a Rp. 100,000 discount on purchases at LOTTE Mart and LOTTE Super stores from 24-26 December 2021, with a minimum spend of Rp. 1,500,000.
Was your brand one of our Biggest Movers in December?
Uncover the other brands that were among the top ten in Singapore and other Asia Pacific markets, by requesting your free copy of YouGov’s APAC Biggest Brand Movers Report for December 2021 here.
Methodology
Biggest Brand Movers for December 2021 ranked brands according to the number of statistically significant score increases they achieved across the following BrandIndex metrics, between November and December 2021:
Media Metrics
- Awareness – Whether or not a consumer has ever heard of a brand
- Ad Awareness – Whether a consumer has seen or heard an advertisement for a brand in the past two weeks
- Word of Mouth – Whether a consumer has talked about a brand with family or friends in the past two weeks
- Buzz – Whether a consumer has heard anything positive or negative about a brand in the past two weeks (net score)
Brand Health Metrics
- Quality – Whether a consumer considers a brand to represent good or poor quality
- Value – Whether a consumer considers a brand to represent good or poor value for money
- Impression – Whether a consumer has a positive or negative impression of a brand
- Reputation – Whether a consumer would be proud or embarrassed to work for a particular brand
- Satisfaction – Whether a consumer is currently a satisfied or dissatisfied customer of a particular brand
- Recommend – Whether a consumer would recommend a brand to a friend or colleague or not
Purchase Funnel Metrics
- Consideration – Whether a consumer would consider a brand or not the next time they are in the market for a particular product
- Purchase Intent – Whether a consumer would be most likely or unlikely to purchase a specific product
- Current Customer – Whether a consumer has purchased a given product or not within in a specified period of time