November 29th, 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: Chervolet pulls up in first place with adventure-seeking campaign
In a good month for automakers generally, Chervolet is Australia’s Biggest Brand Mover for October.
The company made gains in nine out of 13 YouGov BrandIndex metrics, across the Media and Communication category (Ad Awareness, Buzz), Brand Perception category (General Impression, Corporate Reputation, Customer Satisfaction, Recommendation, Quality) and Purchase Funnel category (Consideration, Purchase Intent).
The General Motors brand launched a digital marketing campaign at the start of October, entitled “Live Big. Truck It”, to promote its new range of Chevrolet Silverado trucks across social media, web search, YouTube and BVOD.
Volkswagen is the runner-up, with the German auto-maker scoring upticks in eight metrics across the Media and Communication, Brand Perception and Purchase Funnel categories. Alfa Romeo takes the third place, with the Italian auto maker seeing improvements in seven metrics across all three categories.
Sydney-based Hahn brewery and sunscreen brand Banana Boat round out the top five, making gains in six and five metrics respectively.
Singapore: DBS takes top spot as it ramps up its fintech innovation pilot
Local bank DBS is Singapore’s Biggest Brand Mover for October.
The company made gains in seven out of 13 YouGov BrandIndex metrics, across the Brand Perception category (Value, Customer Satisfaction, Recommendation, Quality) and Purchase Funnel category (Consideration, Purchase Intent, Current Customer).
DBS recently announced a partnership with Singapore’s Open Government Products (OGP) to launch a live pilot of purpose-bound money-based vouchers (PBM vouchers), which aims to help SMEs and retail businesses enjoy instant settlement, payments and collections with their banks when customers use digital vouchers. PBM vouchers are created by binding a digital currency – in this case a tokenised SGD (DSGD) issued by DBS – to a smart contract on the blockchain, in this case enabled by OGP.
AXA is the runner-up, with the French multinational insurance company scoring upticks in five metrics across the Media and Communication and Brand Perception categories. WhatsApp takes the third place, with the Meta-owned messaging application seeing improvements in three metrics across the Media and Communication and Brand Perception categories.
Singapore Post and denim jeans-maker Levi’s round out the top five, making gains in three metrics each.
Indonesia: Sajiku climbs to first place with one-for-one promotion
Ajinomoto-owned Sajiku is Indonesia’s Biggest Brand Mover for October.
The company made gains in six out of 13 YouGov BrandIndex metrics, across the Brand Perception category (General Impression, Corporate Reputation, Customer Satisfaction, Quality) and Purchase Funnel category (Consideration, Current Customer).
Indonesia convenience store chain Alfamart ran a buy-one-get-one-free promotion on the seasoned batter brand in October.
Manulife is the runner-up, with the Canadian multinational insurance company scoring upticks in six metrics across the Media and Communication and Brand Perception categories. Xiaomi takes third place, with the Chinese consumer electronics-maker also seeing improvements in five metrics across the Media and Communication and Purchase Funnel categories.
Biscuits brand Marie Regal and multigrain bar Fitbar round out the top five, making gains in four metrics each.
Thailand: AIA vaults to top of table after launching AI-powered mobile application
AIA is Thailand’s Biggest Brand Mover for October.
The company made gains in five out of 13 YouGov BrandIndex metrics, across the Media and Communication category (Buzz) and Brand Perception category (General Impression, Value, Corporate Reputation, Quality).
The American multinational insurance provider recently launched its AIA+ / AIA Plus mobile application in Thailand, which allows users to manage their insurance policies and claims, while also offering an AI-powered facial recognition feature that tracks health indicators such as: body mass index, blood pressure, pulse, and stress level.
Tylenol is the runner-up, with the analgesic and antipyretic brand scoring upticks in five metrics across the Media and Communication plus Brand Perception categories. Clear takes the third place, with the Unilever-owned shampoo brand seeing improvements in four metrics across the Brand Perception and Purchase Funnel categories.
Oral care brands Systema and Darlie round out the top five, making gains in four metrics each.
Was your brand one of APAC’s Biggest Movers in October?
Uncover the other brands that were among the top ten in Australia, Singapore, Indonesia and Thailand by requesting your free copy of YouGov’s APAC Biggest Brand Movers Report for October 2022 here.
Wonder who are the Biggest Brand Movers in other APAC markets – including China, Japan, Hong Kong, Malaysia, Philippines, Thailand and Vietnam? Contact us and sign up for a free brand health check today!
Methodology: Biggest Brand Movers for October 2022 ranked brands according to the number of statistically significant score increases they achieved across the following BrandIndex metrics, between September and October 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