APAC Biggest Brand Movers - September 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: Vegemite powers itself to the top 

Vegemite is Australia’s Biggest Brand Mover for September.

The bread spread brand (which also made its way to Australian athlete’s breakfast tables at the Paris Olympics) made gains in eight out of 13 BrandIndex metrics.

These include two media and communication metrics (Aided Brand Awareness and Buzz), three brand perception metrics (General Impression, Satisfaction and Recommendation) and a clean sweep of all our purchase funnel metrics (Consideration, Purchase Intent and Current Customer).

Vegemite (acquired by Australian food company Bega in 2017) is reported to have enjoyed increased sales in 2022-2023, “only for the second time in the past 20 years”.

Australian bakery franchise chain, Bakers Delight, follows Vegemite at second position with gains in seven metrics - one media and communication metric (Word of Mouth Exposure), three brand perception metrics (Value, Customer Satisfaction and Quality) and all three purchase funnel metrics (Consideration, Purchase Intent and Current Customer).

Beer brand Carlton Draught, lager brand Victoria Bitter and Bank of Melbourne (all three with upticks in seven metrics each) wrap up the top five Brand Movers in Australia in September 2024.

Malaysia: Uniqlo ranks first

The casual wear brand is Malaysia’s Biggest Brand Mover for September.

The retailer makes gains in nine out of 13 BrandIndex metrics scoring in all brand perception metrics (General Impression, Value, Corporate Reputation, Customer Satisfaction, Recommendation and Quality), two media and communication metrics (Ad Awareness and Word of Mouth Exposure) and one purchase funnel metric (Purchase Intent). 

Video game distribution service and social networking platform, Steam, follows Uniqlo with gains in the following metrics:

Buzz and Word of Mouth Exposure from the media and communication metrics bundle.

General Impression, Corporate Reputation, Customer Satisfaction, Recommendation and Quality from brand perception metrics category.

Consideration and Current Customer from the purchase funnel metrics lot.

Among other Biggest Brand Movers in Malaysia, we have Emirates (seven metrics), job search portal Job Street (five metrics) and skincare and body care brand, Clinelle (also with five metrics).

Thailand: Pantene shines through

The haircare brand is Thailand’s Biggest Brand Mover for September.

Pantene makes a mark in all three BrandIndex metrics categories. These include two media and communication metrics (Buzz and Word of Mouth Exposure), four brand perception metrics (General Impression, Value, Customer Satisfaction and Recommendation) and two purchase funnel metrics (Consideration and Purchase Intent)

Another FMCG brand - Colgate Plax - follows Pantene with gains in eight metrics as well, including Aided Brand Awareness, Ad Awareness, Buzz, General Impression, Corporate Reputation, Customer Satisfaction, Recommendation and Quality. The brand draws a null in the purchase funnel category.

Tech company Grab (seven metrics), streaming company Netflix (six metrics) and consumer electronics company Parrot (six metrics as well) wrap up the top five Brand Movers in Thailand in September this year.

Singapore: Klook books itself the top spot

The travel and leisure company is Singapore’s Biggest Brand Mover for September 2024.

Klook falls short of a clean sweep.

Nonetheless, registering upticks in 11 out of 13 BrandIndex metrics - all media and communication metrics (General Brand Awareness, Ad Awareness, Buzz and Word of Mouth Exposure), all brand perception metrics (General Impression, Value, Corporate Reputation, Customer Satisfaction , Recommendation and Quality) and one purchase funnel metric (Consideration). 

Apart from launching a fresh campaign to mark its 10 year anniversary, Klook also expanded social commerce on sites like TikTok to tap into Gen Z travellers recently.

Qatar Airways follows Klook, with improvements in eight metrics – Ad Awareness, Word of Mouth Exposure, General Impression, Value, Corporate Reputation Recommendation, Quality and Consideration. 

Singaporean newspaper Lianhe Zaobao follows at third position with gains in six metrics (notably none in the media and communication metrics basket), followed by grocery delivery service Pandamart (six metrics too) and food court chain Kopitiam (gains made in five metrics).

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

Uncover the other brands that were among the top ten in Australia, Singapore and Indonesia by requesting your free copy of YouGov’s APAC Biggest Brand Movers Report for September 2024 here.

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

Methodology

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