April 19th, 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: Red Bull races to first place with Australian Outback video
Red Bull is Australia’s Biggest Brand Mover for March.
The energy drink made gains in eight out of 13 YouGov BrandIndex metrics, across the Media and Communication category (Ad Awareness) and Brand Perception category (General Impression, Value, Recommendation, Quality) and Purchase Funnel metrics (Consideration, Purchase Intent, Current Customer).
Ahead of the 2023 Australian Formula 1 Grand Prix in April, where Red Bull sponsors a popular racing team, the company released a video featuring Australian driver Daniel Ricciardo speeding through some of Australia’s most challenging terrain in a Red Bull RB7.
eBay is the runner-up, with the e-commerce platform scoring upticks in seven metrics across the Media and Communication and Brand Perception categories. Lipton takes third place, with the tea brand seeing improvements in six metrics across the Media and Communication, Brand Perception and Purchase Funnel categories.
Breakfast cereal Weet-Bix and plant-based milk brand So Good round out the top five, making gains in five metrics each.
Indonesia: Netflix scores with macabre Korean productions
Netflix is Indonesia’s Biggest Brand Mover for March.
The OTT streaming platform made gains in four out of 13 YouGov BrandIndex metrics, across the Brand Perception category (General Impression, Corporate Reputation, Recommendation) and Purchase Funnel category (Current Customer).
In early March, Netflix began airing the second season of the hit revenge-themed thriller The Glory, written by Kim Eun-sook and directed by Ahn Gil-ho, as well as the crime documentary In the Name of God: A Holy Betrayal which reached the top 10 most watched on Netflix Indonesia.
Khong Guan is the runner-up, with the biscuit manufacturer scoring upticks in four metrics across the Media and Communication and Purchase Funnel categories. Bank Jago takes third place, with the financial institution seeing improvements in four metrics in the Brand Perception category.
BCA (Bank Central Asia) and margarine brand Blue Band round out the top five, making gains in three metrics each.
Singapore: Changi takes the crown globally and locally
Changi Airport is Singapore’s Biggest Brand Mover for March.
The major international airport 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, Recommendation, Quality) and Purchase Funnel category (Consideration, Purchase Intent).
Ahead of the March school holidays, Changi unveiled a Rilakkuma carnival at Terminal 3, featuring themed balloon rides and game booths. Visitors who spend at least $80 (or $100 at supermarkets) in a single receipt can redeem 5 free carnival credits. A rock climbing facility, Climb@T3, also opened in the same terminal last month. Separately, Changi was also crowned the world’s best airport in Skytrax’s World Airport Awards 2023.
Trust Bank is the runner-up, with the digital bank scoring upticks in seven metrics across the Media and Communication, Brand Perception and Purchase Funnel categories. Shopee takes third place, with the e-commerce platform seeing improvements in five metrics across all three categories.
Theme park Universal Studios Singapore and resort island Sentosa round out the top five, making gains in five and four metrics each.
Was your brand one of APAC’s Biggest Movers in March?
Uncover the other brands that were among the top ten in Australia, Indonesia, Singapore by requesting your free copy of YouGov’s APAC Biggest Brand Movers Report for March 2023 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 March 2023 ranked brands according to the number of statistically significant score increases they achieved across the following BrandIndex metrics, between February and March 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