India's Biggest Brand Movers: January 2024

Biggest Brand Movers is a monthly feature highlighting the ten brands that have registered statistically significant growth across most brand metrics amongst consumers in India. 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.

In this month’s Biggest Brand Movers, we have compared the performance of hundreds of brands between December 2023 and January 2024 to investigate which brands have shown improvement across most brand metrics.

KitKat has claimed the top spot as YouGov’s Biggest Brand Mover of India for the month of January 2024. The chocolate brand has claimed the top spot with improvements across 11 YouGov BrandIndex metrics out of the 13 that are considered. Cadbury Dairy Milk, Lay's, Knorr and Pepsi are the next four brands with positive movement in their consumer perception across most brand metrics.

Top 10 Biggest Brand Movers of India (December 2023 vs January 2024)
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Methodology 

Data for the Biggest Brand Movers is compared statistically significant score increases across all BrandIndex metrics between December 2023 and January 2024. Brands are ranked based on the number of metrics that saw a statistically significant increase between December 2023 and January 2024. The metrics considered are:

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 – 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 Health Metrics

• 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
• General Impression – Whether a consumer has a positive or negative impression of a brand
• Corporate Reputation – Whether a consumer would be proud or embarrassed to work for a particular brand
• Customer Satisfaction – Whether a consumer is currently a satisfied or dissatisfied customer of a particular brand
• Recommendation – Whether a consumer would recommend a brand to a friend or colleague or not

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

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