APAC Biggest Brand Movers – January 2024

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: CBA scores with emergency assistance for cyclone victims

Commonwealth Bank (CBA) is Australia’s Biggest Brand Mover for January.

The financial institution made gains in 10 out of 13 BrandIndex metrics, in the Media and Communication category (Aided Brand Awareness, Ad Awareness, WOM Exposure, Buzz), Brand Perception category (General Impression, Corporate Reputation, Quality) and Purchase Funnel category (Consideration, Purchase Intent, Current Customer).

In January, the bank announced that it will be extending Emergency Assistance to customers and communities in North Queensland who may be impacted by Tropical Cyclone Kirrily, such as: customised payment arrangements for home loans, credit card, personal loan and some business loans, and waiving of certain fees and charges.

Separately, CBA also warned its customers about a circulating text scam, pretending to be from CommBank and which requests recipients to click on a link to “secure their (bank) account”. A CBA spokesperson said that “the bank would never ask customers to log on or provide sensitive info via a link in an email or text”.

Airbnb is the runner-up, with the travel accommodations platform scoring upticks in ten metrics across the Media and Communication, Brand Perception and Purchase Funnel categories. PlayStation takes third place, with the video game console maker seeing improvements in nine metrics across all three categories.

Cosmetics brand L’Oreal and photo sharing and instant messaging app Snapchat round out the top five, making gains in nine metrics each.

Which other brands were among Australia’s top 10 Biggest Movers in January 2024? Download the full report to find out.

Hong Kong: Lalamove lands top spot with new year promos and loyalty rewards

Lalamove is Hong Kong’s Biggest Brand Mover for January.

The delivery and logistics company made gains in seven out of 13 BrandIndex metrics, in the Media and Communication category (Aided Brand Awareness, Ad Awareness, Buzz) and Brand Perception category (General Impression, Value, Corporate Reputation, Customer Satisfaction, Quality).

Lalamove recently ran a lunar new year promotion, where new customers can enjoy discounts of up to $28 while existing customers can save up to $12 on the company’s delivery van services. It also promoted its loyalty rewards programme with F&B deals at CRAZYPIE and a hand-brewed coffee workshops with Rias Coffee Roaster.

OneDegree is the runner-up, with the virtual insurance company scoring upticks in seven metrics across the Media and Communication, Brand Perception and Purchase Funnel categories. Michael Kors takes third place, with the luxury fashion label seeing improvements in six metrics across all three categories.

Sports apparel brand Nike and fashion label Zara round out the top five, making gains in five metrics each.

Which other brands were among Hong Kong’s top 10 Biggest Movers in January 2024? Download the full report to find out.

Thailand: Colgate’s drums up buzz with celebrity partnerships

Colgate Toothpaste is Thailand’s Biggest Brand Mover for January.

The oral care brand made gains in 11 out of 13 BrandIndex metrics, in the Media and Communication category (Ad Awareness, WPOM Exposure), Brand Perception category (General Impression, Value, Corporate Reputation, Customer Satisfaction, Recommendation, Quality) and Purchase Funnel category (Consideration, Purchase Intent, Current Customer).

The toothpaste maker recently collaborated with actress Peak Pattarasaya Kreursuwansiri to promote the brand’s Herbal Salt toothpaste, as well as sports influencer Fit Kab Dao to promote its Total Plaque Release toothpaste.

Srichand is the runner-up, with the cosmetics maker scoring upticks in six metrics across the Media and Communication and Brand Perception categories. Visa takes third place, with the payments service provider seeing improvements in three metrics across the two categories as well.

Supermarket chain Lotus’s go fresh and drinking water brand Namthip round out the top five, making gains in five metrics each.

Which other brands were among Thailand’s top 10 Biggest Movers in January 2024? Download the full report to find out.

Was your brand one of APAC’s Biggest Movers in January?

Uncover the other brands that were among the top ten in Australia, Hong Kong, Thailand and Singapore by requesting your free copy of YouGov’s APAC Biggest Brand Movers Report for January 2023 here.

Wonder who are the Biggest Brand Movers in other APAC markets – including China, Indonesia, Japan, Malaysia, Philippines and Vietnam? Contact us and sign up for a free brand health check today!

Methodology 

Biggest Brand Movers for January 2024 ranked brands according to the number of statistically significant score increases they achieved across the following BrandIndex metrics, between December 2023 and January 2024.

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