India's Biggest Brand Movers (August edition)

Biggest Brand Movers is a quarterly feature highlighting the ten brands that have registered statistically significant growth across most brand metrics amongst Indian consumers. It is determined across 13 metrics within media consumption, brand health, and purchase intent.

In the August edition of India Biggest Brand Movers, we have compared brands' performance between Q1 2022 and Q2 2022, to investigate which brands have shown improvement across most brand metrics in the first half of 2022.

Cinthol Soaps has claimed the top spot in the August edition of YouGov’s Biggest Brand Movers in India. The personal care brand made marked improvements in 8 YouGov BrandIndex metrics out of the 13 that are considered. Pepsi, 7Up, Rooh Afza and Nirma Laundry Detergent are the next four brands with positive movement in their consumer perception across most brand metrics.

Top 10 Biggest Brand Movers in India
(Q1 2022 vs Q2 2022) --> click to enlarge

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Methodology

Data for the Biggest Brand Movers of 2022 is compared statistically significant score increases across all BrandIndex metrics between Q1 2022 and Q2 2022. Brands are ranked based on the number of metrics that saw a statistically significant increase between Q1 2022 and Q2 2022. Metrics considered are:

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 – 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
• General Impression – Whether a consumer has a positive or negative impression of a brand
• Corporate Reputation – Whether a consumer would be proud or embarrassed to work for a particular brand
• Customer Satisfaction – Whether a consumer is currently a satisfied or dissatisfied customer of a particular brand
• Recommendation – 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 a specified period of time

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