APAC Biggest Brand Movers - December 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: Sony tops the list

Sony is Australia’s Biggest Brand Mover for December.

Sony has made gains in 10 out of 13 BrandIndex metrics.

These include a clean sweep of Brand Perception metrics (General Impression, Value, Corporate Reputation, Customer Satisfaction, Recommendation and Quality). It also registered upticks in three of four Media and Communication metrics (Aided Brand Awareness, WOM Exposure and Buzz). Among Purchase Funnel metrics, Sony gained in the Current Customer metric.

Macquarie Bank comes in at the second spot, also registering upticks in 10 out of 13 BrandIndex metrics. Similar to Sony, the Bank saw uplift across all Brand Perceptions metrics (General Impression, Value, Corporate Reputation, Customer Satisfaction, Recommendation and Quality) and Purchase Funnel metrics (Cosnideration, Purchase Intent, Current Customer). In Media and Communication metrics, Macquarie Bank saw uptick in the Buzz metric.

Guinness, household hardware company Bunnings and home entertainment retailer company JB Hi-Fi have made gains in seven, six and six metrics respectively. These also complete a roundup of the top five gainer for the market for the month.

Hong Kong: AXA leads in Hong Kong

AXA is Hong Kong’s Biggest Brand Mover for December.

Insurance provider AXA has gained in 10 out of 13 BrandIndex metrics – gaining in all Purchase Funnel metrics (Consideration, Purchase Intent and Current Customer). Recently, AXA introduced Asia’s first parametric flight delay insurance.

The insurance company saw gains in Aided Brand Awareness, WOM Exposure, General Impression, Value, Customer Satisfaction, Recommendation and Quality.

Next up is Vaseline with uplifts in six out of 13 BrandIndex metrics, namely in Aided Brand Awareness, Ad Awareness, WOM Exposure, Consideration, Purchase Intent and Current Customer. Colgate Plax too gained in as many metrics, albeit slightly different ones – upticks were observed across all Media and Communication metrics (Aided Brand Awareness, Ad Awareness, WOM Exposure, Buzz) and, General Impression and Quality (part of Brand Perception metrics).

With wins across four out of 13 metrics each, Instragram and Nivea round up the top five in the market.

Malaysia: A&W bubbles to the top

A&W is Malaysia’s Biggest Brand Mover for December.

Restaurant chain A&W is at the top of the table in Malaysia having gained in 11 out of 13 metrics.

It registered a clean sweep in Brand Perception metrics (General Impression, Value, Corporate Reputation, Customer Satisfaction, Recommendation and Quality). Among Purchase Funnel metrics, it gained in Consideration and Current Customer and among Media and Communication metrics, it saw upticks in Aided Brand Awareness, WOM Exposure and Buzz metrics.

In Malaysia, A&W is setting up to expand its presence in the region with parent company Pan Malaysia Corp targeting opening 12 new outlets in 2025.

Jack ‘n Jill logged a score of eight out of 13 metrics with upticks across Aided Brand Awareness, General Impression, Corporate Reputation, Customer Satisfaction, Recommendation, Quality, Consideration and Current Customer. Where Hotlink also scores similarly, it saw no gains in the Media and Communication metrics bucket. However, it sweeps the Brand Perception metrics (General Impression, Value, Corporate Reputation, Customer Satisfaction, Recommendation and Quality). In Purchase Funnel metrics, the brand gained in Purchase Intent and Current Customer.

With scores of eight and seven, Baskin-Robbins and KFC, respectively, wrap up the top five for Malaysia.

Indonesia: Sedaap ranks at the top

Sedaap is the Biggest Brand Mover for Indonesia in December.

With gains in seven out of 13 BrandIndex metrics, Sedaap ranks at the top – for WOM Exposure, Buzz, General Impression, Value, Recommendation, Consideration and Current Customer. Netflix is up next with upticks in six metrics – in Ad Awareness, General Impression, Corporate Reputation, Quality, Consideration and Purchase Intent. Recently, Netflix promoted the second season of its popular title “Squid Game” with a real-life adaptation that fans could participate in.

Milo (gains in four metrics), SGM (gains in four metrics) and KFC (gains in three metrics) round up the top five for Indonesia.

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

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

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

Methodology

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