StarHub’s brand head steps down after eight months: How has the telco’s brand health fared recently?

StarHub’s head of brand and communications has stepped down from her post in July – some eight months after assuming the role in end-November. According to Marketing Interactive, the role involved leading multiple functions within the telco’s consumer business group, including branding, marketing communications, digital, performance marketing and in-house creative team.

Just a month before in early June, StarHub appointed Grey Group Singapore to lead creative duties for its digital telco sub-brand giga! for one year, with the possibility of extension.

Latest data from YouGov BrandIndex, which tracks consumer sentiment towards thousands of brands daily, shows how StarHub’s brand health – across its mobile, pay TV and broadband businesses – have changed between January 2022 to July 2023.

StarHub Mobile’s Index score – an average of six core brand perception metric scores that includes General Impression, Satisfaction, Quality, Value, Recommendation and Corporate Reputation – registered an average of 12.0 for Q1 2022. This dipped to 13.3 in Q4 2022 when Lim began her tenure at StarHub. By the start of Q3 2023, when Lim left her post, StarHub Mobile’s average Index score stood at 13.1.

Meanwhile, StarHub TV’s Index score moved from an average of 10.2 in Q1 2022 to 11.3 by Q4 2022, before falling to 5.9 by the start of Q3 2023. In contrast, StarHub Broadband’s Index score moved from 10.1 in Q1 2022 to 15.1 in Q4 2022, before rising to 16.1 by the start of Q3 2023.

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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Index scores are an overall measure of brand health, is an average of the following six core brand perception metrics: General Impression, Satisfaction, Quality, Value, Recommendation and Corporate Reputation. Figures in this article are on a monthly periodicity. Learn more about BrandIndex.