Hong Kong’s Most Talked-About Brands (September 2023)

Huawei has registered the biggest boost in Word of Mouth (WOM) Exposure in Hong Kong for the month of September of all the brands we track in the market. Data from YouGov BrandIndex, which tracks consumer perceptions toward brands on a daily basis worldwide, shows that the proportion of people who are talking about the smartphone maker saw an uplift of 9.5 percentage points during the four-week period.

In early September, Huawei released its new Mate 60 Pro+ smartphone, which contains an advanced 7-nanometer processor and 5G chip to much fanfare. The top-of-the-line handset is equipped with satellite messaging and more memory than the Mate 60 Pro model, which had achieved speeds in excess of 350Mbps (megabits-per-second) in testing on China Mobile Ltd.’s network in Hong Kong.

According to data from YouGov BrandIndex, Huawei’s WOM Exposure score rose from 11.2 on 1 September to 20.6 by 30 September. WOM exposure is a BrandIndex metric that measures the percentage of people who have spoken with their family or friends about a particular brand in the previous two weeks.

Additionally, fast food chain McDonald's recorded a 5.2-point spike in WOM Exposure from 30.3 on 5 September to 36.5 by 30 September, while toothpaste maker Sensodyne saw its WOM Exposure climb 4.5 percentage points from 11.2 on 1 September to 15.7 by 30 September.

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Methodology: YouGov BrandIndex collects data on thousands of brands every day. A brand’s WOM Exposure score is based on the question: “Which of the following brands have you talked about with friends and family in the past two weeks (whether in person, online, or through social media)?” (% Yes). Data from surveys of adults aged 18 years and above residing in Hong Kong from 1 to 30 September 2023. WOM Exposure scores are based on a four-week moving average, with the change in scores for each brand calculated by taking the difference between the highest and lowest scoring days within the period. Learn more about BrandIndex.

This article first appeared in WARC.