APAC Biggest Brand Movers – February 2022
APAC Biggest Brand Movers highlights the ten brands that have registered the most statistically significant month-on-month upticks in consumer perception metrics across a selection of Asia-Pacific markets. These rankings identify the 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. The data is taken from YouGov BrandIndex, a syndicated brand tracker which continuously collects data on thousands of brands around the globe every day.
Anta rides Winter Olympics buzz to pole position in China
Anta has claimed the top spot among China’s Biggest Brand Movers in February.
The Chinese sportswear and accessories manufacturer made gains in 12 out of 13 YouGov BrandIndex metrics, across the Media and Communication category (Aided Brand Awareness, Ad Awareness, WOM Exposure, Buzz), Brand Perception category (Impression, Satisfaction, Value, Quality, Recommend, Corporate Reputation) and Purchase Funnel category (Consideration, Purchase Intent).
Anta had served as the official sportwear partner of the Beijing 2022 Winter Olympics, which was held from 4–20 February this year and was watched by over 600 million people in China. The brand’s impressive improvement across multiple brand health metrics comes after it signed popular Chinese freestyle skier Eileen Gu as its brand ambassador in January. She later clinched two Olympic gold and one silver medal during February’s games.
Dior was the runner-up, with upticks in Media and Communication metrics (Ad Awareness, WOM Exposure), Brand Perception metrics (Satisfaction, Corporate Reputation) and Purchase Funnel metrics (Consideration, Current Customer).
The LVMH-owned French luxury fashion house tapped rising Chinese consumer interest in winter sports, sparked by the Beijing 2022 Winter Olympics, to launch a men’s Ski Capsule collection – which includes jackets, pants, helmets, goggles, gloves and boots. Additionally, ahead of Valentine’s Day in February, Dior also launched a new lipstick exclusively on Tmall, a popular e-commerce platform owned by Alibaba Group.
Pechoin took third spot, with the Shanghai-based skincare brand seeing improvements in Media and Communication metrics (Ad Awareness, Buzz), Brand Perception metrics (Satisfaction, Quality) and Purchase Funnel metrics (Consideration).
Foodpanda leads in Thailand following 10th anniversary rebranding
Foodpanda claimed the top spot among Thailand’s Biggest Brand Movers in February.
The Singapore-headquartered food and grocery delivery platform made gains in eight out of 13 YouGov BrandIndex metrics, across the Media and Communication category (Buzz), Brand Perception category (Impression, Satisfaction, Value, Recommend, Corporate Reputation) and Purchase Funnel category (Purchase Intent, Current Customer).
Just a month earlier, Foodpanda had unveiled a new brand mascot: a pink panda by the name of Pau-Pau, as part of its tenth anniversary brand refresh. Besides developing Pau-Pau’s backstory as a free-spirited champion of environmental sustainability, Foodpanda also rolled out Pau-Pau emojis and stickers in messaging and social media apps, such as LINE and Instagram.
Shabushi was the runner-up, with upticks in Media and Communication metrics (Ad Awareness, WOM Exposure), Brand Perception metrics (Recommendation) and Purchase Funnel metrics (Consideration, Purchase Intent). From late Jan to early February, the Thai-owned Japanese hotpot restaurant chain ran a “Come 4 Pay 3” promotion from late Jan to early February, for customers who downloaded its BevFood app.
Head and Shoulders took third spot, with the P&G shampoo brand seeing improvements in Brand Perception metrics (Impression, Satisfaction, Quality, Recommendation).
Was your brand one of APAC’s Biggest Movers in February?
Uncover the other brands that were among the top ten in China and Thailand by requesting your free copy of YouGov’s APAC Biggest Brand Movers Report for February 2022 here.
Wonder who are the Biggest Brand Movers in other APAC markets – including Australia, Hong Kong, Indonesia, Japan, Malaysia, Philippines, Singapore and Vietnam? Contact us and sign up for a free brand health check today!
Methodology
Biggest Brand Movers for February 2022 ranked brands according to the number of statistically significant score increases they achieved across the following YouGov BrandIndex metrics, between January and February 2022:
Media and Communication Metrics
- Aided Brand 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 Exposure – 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 Perception Metrics
- General Impression – Whether a consumer has a positive or negative impression of a brand
- Customer Satisfaction – Whether a consumer is currently a satisfied or dissatisfied customer of a particular brand
- 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
- Recommendation – Whether a consumer would recommend a brand to a friend or colleague or not
- Corporate Reputation – Whether a consumer would be proud or embarrassed to work for a particular brand
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 a specified period of time
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