November 1st, 2022, Samuel Tan
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 aided brand awareness and corporate 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.
Australia: Huggies roars to top of table with Lion King designs
Diaper brand Huggies is Australia’s Biggest Brand Mover for September.
It made gains in five out of 13 YouGov BrandIndex metrics, across the Media and Communication category (Ad Awareness, WOM Exposure), Brand Perception category (Customer Satisfaction) and Purchase Funnel category (Consideration, Purchase Intent).
The Kimberly-Clark owned brand recently promoted its limited-edition Lion King designs on its Huggies Newborn, Infant and Ultra Dry ranges on Instagram, which are retailing at Woolsworth.
Macquarie Bank is the runner-up, with the with the local financial services group scoring upticks in five metrics across the Brand Perception and Purchase Funnel categories. Netflix takes the third place, with the video streaming platform seeing improvements in five metrics across the Media and Communication and Brand Perception categories.
French car rental company Europcar and video streaming platform Disney+ round out the top five, making gains in four and three metrics respectively.
Singapore: Food Republic takes first place with cashback on meals
BreadTalk’s Food Republic is Singapore’s Biggest Brand Mover in September.
It made gains in eight out of 13 YouGov BrandIndex metrics, across the Media and Communication category (Ad Awareness), Brand Perception category (General Impression, Value, Customer Satisfaction, Recommendation, Quality) and Purchase Funnel category (Purchase Intent, Current Customer).
In mid-September, the food court operator announced that its food stalls now accept mobile payment via ShopBack Pay, and that customers who use this new payment option would enjoy 8% cashback on their meals. Subsequently, ShopBack Pay also sponsored an article on online news site Mothership, featuring five “must-try” stalls at Food Republic.
Toast Box is the runner-up, a local coffeeshop chain that is also owned by the BreadTalk Group, scored upticks in seven metrics across the Media and Communication and Brand Perception categories. Gillette takes third place, with the Procter and Gamble-owned razor brand seeing improvements in five metrics across the Media and Communication, Brand Perception and Purchase Funnel categories.
IT hardware retailer Challenger and Hong Kong banking giant HSBC round out the top five, making gains in five metrics each.
Hong Kong: IKEA clinches top spot with Swedish House Mafia collaboration
IKEA is Hong Kong’s Biggest Brand Mover for September.
It made gains in eight out of 13 YouGov BrandIndex metrics, across the Media and Communication category (Ad Awareness, WOM Exposure, Buzz), Brand Perception category (General Impression, Corporate Reputation, Recommendation, Quality) and Purchase Funnel category (Current Customer).
The Nordic furniture maker teamed up with electronic music group Swedish House Mafia to launch a new home furniture collection targeted at consumers who wish to produce and perform music at home. The all-black OBEGRÄNSAD collection includes shelving units with extra space for amplifiers, desks with speaker stands and a pull-out shelf, as well as stands for laptops, tablets and speakers.
HSBC is the runner-up, with the banking giant scoring upticks in seven metrics across the Media and Communication, Brand Perception and Purchase Funnel categories. Cathay Pacific takes the third place, with the national carrier seeing improvements in seven metrics across the Media and Communication, Brand Perception categories.
Hotel and travel booking site Trivago and Wing Lung bank round out the top five, making gains in four metrics each.
Thailand: Lotus’s ranks first with SMART mobile application
Retail chain Lotus's is Thailand’s Biggest Brand Mover in September.
It scored improvements 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 (General Impression, Value, Customer Satisfaction, Recommendation, Quality) and Purchase Funnel category (Consideration, Purchase Intent, Current Customer).
The CP-owned brand has been transitioning from a brick-and-mortar chain into an omnichannel retailer, as part of its New SMART Retail concept. This includes the launch of its mobile application Lotus's SMART App – that allows customers to purchase products from its stores online, including fresh produce – which it recently promoted in a video advertorial in local news publication The Standard.
Head & Shoulders is the runner-up, with the anti-dandruff shampoo brand scoring upticks in 11 metrics across the Media and Communication, Brand Perception and Purchase Funnel categories. The Procter and Gamble-owned brand recently launched one of Thailand’s first shampoo refill bags. A&W takes the third place, with the American fast food restaurant chain also seeing improvements in nine metrics across the Media and Communication, Brand Perception and Purchase Funnel categories.
Mouthwash producer Listerine and casual dining brand Five Stars round out the top five, making gains in eight metrics each.
Was your brand one of APAC’s Biggest Movers in September?
Uncover the other brands that were among the top ten in Australia, Singapore, Hong Kong and Thailand by requesting your free copy of YouGov’s APAC Biggest Brand Movers Report for September 2022 here.
Wonder who are the Biggest Brand Movers in other APAC markets – including China, Japan, Indonesia, Malaysia, Philippines and Vietnam? Contact us and sign up for a free brand health check today!
Methodology: Biggest Brand Movers for September 2022 ranked brands according to the number of statistically significant score increases they achieved across the following BrandIndex metrics, between August and September 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