APAC Biggest Brand Movers - October 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.

Malaysia: The Body Shop ranks first

The cosmetics and skin care brand is Malaysia’s Biggest Brand Mover for October.

The Body Shop (which declared bankruptcy in the UK but continues operations in Malaysia) makes gains in 10 out of 13 BrandIndex metrics scoring in  nearly all brand perception metrics (General Impression, Value, Corporate Reputation, Customer Satisfaction and Recommendation) three media and communication metrics (Ad Awareness, Buzz and Word of Mouth Exposure) and two purchase funnel metrics (Consideration and Current Customer). 

Sports goods company Reebok runs to claim second spot  with gains in the following metrics:

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

Value, Corporate Reputation, Customer Satisfaction, Recommendation and Quality from the brand perception metrics category.

Consideration from the purchase funnel metrics lot.

Among other Biggest Brand Movers in Malaysia, we have fashion company Charles & Keith (seven metrics), luxury fashion brand Calvin Klein (six metrics) and beverage brand Milo (also with six metrics).

Thailand: Agoda arrives at the top

The travel agency is Thailand’s Biggest Brand Mover for October.

Singapore headquartered Agoda makes a near-clean sweep (12out of 13) across all three BrandIndex metrics categories. These include all media and communication metrics (Aided Brand Awareness, Ad Awareness, Buzz and Word of Mouth Exposure), all brand perception metrics (General Impression, Value, Corporate Reputation, Customer Satisfaction, Quality and Recommendation) and two purchase funnel metrics (Consideration and Current Customer)

Fast food restaurant chain KFC follows Agoda with gains in nine metrics , including all media and communication metrics (Aided Brand Awareness, Ad Awareness, Buzz and Word of Mouth Exposure) three brand perception metrics (Value, Corporate Reputation and Customer Satisfaction) and two purchase funnel metrics (Consideration and Current Customer).

Hair care brand Clear (eight metrics), snack brand Pocky (seven metrics) and regional carrier Bangkok Airways (seven metrics as well) wrap up the top five Brand Movers in Thailand in October this year.

Australia: Oral B leads

The oral hygiene brand is Australia’s Biggest Brand Mover for October.

These include all media and communication metrics: Aided Brand Awareness, Ad Awareness, Buzz and Word of Mouth Exposure

All brand perception metrics: General Impression, Value, Corporate Reputation, Customer Satisfaction, Quality and Recommendation

All Purchase Funnel metrics: Consideration, Purchase Intent and Current Customer.

Panadol follows Oral B as the second Biggest Brand Mover in Australia with gains made in an 12 out of 13 metrics. These include a clean sweep of both the brand perceptions metrics bundle and the purchase funnel. The one that got away? Buzz in the media and communication metrics pile.

Neurofen (gains in 8 eight out of 10 metrics), airline company Virgin Australia (gains in seven out of 10 metrics) and social media platform Instagram (gains in seven out of 10 metrics) are the other entrants in our top Biggest Brand Movers in Australia list.

Indonesia: Le Minerale reigns

The mineral water brand is Indonesia’s Biggest Brand Mover for October.

Le Minerale made gains in 11 out of 13 BrandIndex metrics.

The brand recorded a clean sweep in the brand perception category, with gains in all listed metrics - General Impression, Value, Corporate Reputation, Satisfaction, Recommendation and Quality.

The brand gained in three media and communication metrics (Ad Awareness, WOM Exposure and Buzz) and two purchase funnel metrics (Consideration and Current Customer).

At second position, biscuit brand Roma recorded upticks in six metrics - five brand perception metrics (General Impression, Reputation, Value, Satisfaction and Recommendation) and one media and communication metric (WOM Exposure).

The other three brands in the top five in our list of Biggest Brand Movers in Indonesia include food delivery service ShopeeFood (gains in five metrics), fruit flavoured tea drink Fruit Tea (gains in five metrics) and coffee chain Kopi Kenangan (gains in four metrics).

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

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

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

Methodology

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