Indonesia’s Most Talked-About Brands: April 2022

Nokia registered the biggest boost in the number of people who are talking about the company of all the brands we track in Indonesia, over the month of April. Data from YouGov BrandIndex, which tracks consumer perceptions toward brands on a daily basis worldwide, shows that Word of Mouth (WOM) Exposure to the mobile phone maker rose 9.9 percentage points over the four-week period.

The Finnish telecommunications and consumer electronics company is rumored to be releasing a new smartphone soon, the Nokia Edge 2022, which will be equipped with a 4K Super AMOLED display and an advanced Qualcomm Snapdragon processor. Although no official information on its Indonesia launch was announced in April, various media reports have picked up on viral social media chatter about this smartphone.

According to data from YouGov BrandIndex, Nokia’s WOM Exposure score rose from 5.1 on 1 April to 15.0 by 28 April. WOM exposure is a BrandIndex metric that measures the percentage of people who have spoken with their family or friends about a particular brand in the previous two weeks.

Additionally, biscuit brand Khong Guan also recorded a 5.7-point increase in WOM Exposure from 17.7 on 1 April to 23.4 by 28 April, while stomach indigestion and reflux tablet brand Promag saw its WOM Exposure climb 5.1 percentage points from 20.7 on 1 April to 25.8 by 28 April. Both brands are known to be avid advertisers during the Ramadan festive season which stretched over April 2022.

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Methodology: YouGov BrandIndex collects data on thousands of brands every day. A brand’s WOM Exposure score is based on the question: “Which of the following brands have you talked about with friends and family in the past two weeks (whether in person, online, or through social media)?” (% Yes). Data from surveys of adults aged 18 years and above residing in Thailand from 1 April to 28 April 2022. Learn more about BrandIndex.