APAC Biggest Brand Movers – October 2023
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.
Singapore: Netflix scores with Beckham documentary
Netflix is Singapore’s Biggest Brand Mover for October.
The OTT video streaming platform made gains in five out of 13 YouGov BrandIndex metrics, in the Media and Communication category (WOM Exposure), Brand Perception category (Corporate Reputation, Customer Satisfaction, Recommendation) and Purchase Funnel category (Consideration).
Beckham, a new documentary series on retired soccer star David Beckham, premiered on Netflix on October 4th worldwide. The four-part miniseries tracks the British footballer’s rise to fame, growing up in a working-class household to celebrated sportsman to global media icon.
Frito-Lay’s Doritos is the runner-up, with the PepsiCo-owned tortilla chips brand scoring upticks in five metrics in the Media and Communication plus Brand Perception categories only. iShopChangi takes third place, with the duty-free online store seeing improvements in five metrics across the Media and Communication, Brand Perception and Purchase Funnel categories (albeit smaller than Netflix).
German flag carrier Lufthansa and e-commerce platform Lazada round out the top five, making gains in five and four metrics respectively.
Australia: Singapore Airlines soars high with global redemption sale
Singapore Airlines is Australia’s Biggest Brand Mover for October.
The carrier made gains in eight out of 13 YouGov BrandIndex metrics, in the Brand Perception category (General Impression, Value, Corporate Reputation, Customer Satisfaction, Recommendation, Quality) and Purchase Funnel category (Consideration, Purchase Intent).
Singapore Airlines recently launched a reward points redemption promotion for its loyalty club members: offering a 25% discount on miles required to redeem economy class flights to and from any global destination serviced by the carrier. The promotion applied to economy class tickets for flights anywhere between January to July 2024 that are booked online between 16-22 October 2023.
Coles is the runner-up, with the supermarket chain scoring upticks in seven metrics across the Media and Communication plus Brand Perception categories. NAB (National Australia Bank) takes third place, with the financial institution seeing improvements in seven metrics across both categories as well.
Online shopping platform eBay and digital payment service PayPal round out the top five, making gains in six and five metrics respectively.
Thailand: Singha rides K-wave to top of table
Singha Drinking Water is Thailand’s Biggest Brand Mover for October.
The Boon Rawd-owned brand made gains in 10 out of 13 YouGov BrandIndex metrics, in the Media and Communication category (Aided Brand Awareness, Ad Awareness, WOM Exposure), Brand Perception category (General Impression, Value, Customer Satisfaction, Recommendation, Quality) and Purchase Funnel category (Purchase Intent, Current Customer).
In late October, Singha ran a lucky draw promotion, in which customers stood a chance to win tickets to K-pop star Bilkin’s concert in early November. The contest involved purchasing at least one pack of Singha drinking water, collecting points under the bottle lid, and liking and sharing the brand’s promotion post on Facebook.
WhatsApp is the runner-up, with the Meta-owned messaging platform scoring upticks in 10 metrics across the Media and Communication, Brand Perception and Purchase Funnel categories (albeit smaller than Singha). Agoda takes third place, with the online travel booking platform seeing improvements in nine metrics across all three categories.
Regional carrier Bangkok Airways and wellness beverage producer SCOTCH round out the top five, making gains in nine and eight metrics respectively.
Was your brand one of APAC’s Biggest Movers in October?
Uncover the other brands that were among the top ten in Australia, Singapore and Thailand by requesting your free copy of YouGov’s APAC Biggest Brand Movers Report for October 2023 here.
Wonder who are the Biggest Brand Movers in other APAC markets – including China, Hong Kong, Indonesia, Japan, Malaysia, Philippines, and Vietnam? Contact us and sign up for a free brand health check today!
Methodology
Biggest Brand Movers for October 2023 ranked brands according to the number of statistically significant score increases they achieved across the following BrandIndex metrics, between September and October 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