March 22nd, 2023, 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: QBE Insurance scores high with its renewed sponsorship of NSW Swifts
QBE Insurance is Australia’s Biggest Brand Mover for February.
The financial services company made gains in seven out of 13 YouGov BrandIndex metrics, across the Media and Communication category (WOM Exposure, Buzz) and Brand Perception category (General Impression, Value, Customer Satisfaction, Recommendation, Quality).
Last month, netball club NSW Swifts announced that QBE Insurance had extended its 15-year sponsorship for another three years. The partnership deal will see the insurer support the club at the National Netball League, the training of budding athletes through the QBE Swifts Academy, and other community initiatives.
Automakers Chevrolet, Daihatsu and Chrysler take the next three spots. Chevrolet and Daihatsu scored upticks in eight and seven metrics respectively, across all three Media and Communication, Brand Perception and Purchase Funnel categories, while Chrysler saw improvements in six metrics across the Media and Communication and Purchase Funnel categories.
Meanwhile, skincare brand QV rounds out the top five, making gains in four metrics in the Media and Communication and Brand Perception categories.
Hong Kong: HX tops the table on back of tourism campaign and new Beijing-Hong Kong route
Hong Kong Airlines is Hong Kong’s Biggest Brand Mover for February.
The local carrier made gains in seven out of 13 YouGov BrandIndex metrics, across the Media and Communication category (Ad Awareness, WOM Exposure), Brand Perception category (Value, Corporate Reputation, Recommendation) and Purchase Funnel category (Consideration, Current Customer).
In early February, the Hong Kong tourism board announced plans to distribute 500,000 free flight tickets to the territory – from a range of carriers that include Hong Kong Airlines – as part of its “Hello Hong Kong” campaign to boost international travel to the city. Separately, in late February, Hong Kong Airlines became the first local carrier to operate between Beijing Daxing International Airport and Hong Kong International Airport, with flights due to begin from March 15.
China Life Insurance is the runner-up, with the financial services company scoring upticks in seven metrics across the Brand Perception and Purchase Funnel categories. China Eastern airlines takes third place, with the carrier seeing improvements in six metrics across the Media and Communication, Brand Perception and Purchase Funnel categories.
Restaurant chain Tai Hing and telecommunications operator China Mobile Hong Kong (CMHK) round out the top five, making gains in five and four metrics each.
Thailand: Lancôme outshines with new brightening serum
Lancôme is Thailand’s Biggest Brand Mover for February.
The French cosmetics and perfumes house made gains in nine out of 13 YouGov BrandIndex metrics, across the Media and Communication category (Aided Brand Awareness, Ad Awareness, WOM Exposure), Brand Perception category (General Impression, Value, Corporate Reputation, Recommendation, Quality) and Purchase Funnel category (Consideration).
The L'Oréal-owned brand launched its new ‘Clarifique Brightening Pro-Solution Serum’ – which the company says helps smoothen skin and reduce dark spots from acne within 7 days – at Lancôme counters across Thailand on February 17.
Fluocaril is the runner-up, with the oral care brand scoring upticks in eight metrics across the Media and Communication, Brand Perception and Purchase Funnel categories. ANA takes third place, with the Japanese airline seeing improvements in eight metrics across all three categories.
Automaker Yamaha and online travel agency Agoda round out the top five, making gains in seven and four metrics each.
Was your brand one of APAC’s Biggest Movers in February?
Uncover the other brands that were among the top ten in Australia, Hong Kong, Thailand by requesting your free copy of YouGov’s APAC Biggest Brand Movers Report for February 2023 here.
Wonder who are the Biggest Brand Movers in other APAC markets – including China, 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 2023 ranked brands according to the number of statistically significant score increases they achieved across the following BrandIndex metrics, between January and February 2023.
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