APAC Biggest Brand Movers - January 2025

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: Qantas soars to the top

Qantas is Australia’s Biggest Brand Mover in January.

Qantas has made gains in six out of 13 BrandIndex metrics.

These gains were observed in General Impression, Corporate Reputation, Customer Satisfaction, Recommendation, Quality and Consideration. The airline recently revamped its frequent flyer programme.

Commonwealth Bank (CBA) comes in at the second spot with upticks in six metrics in all – namely, Buzz, General Impression, Customer Satisfaction, Recommendation, Consideration and Purchase Intent. Next up is Instagram with a clean sweep of Purchase funnel metrics (Consideration, Purchase Intent, Current Customer) and two Media and communication metrics (Aided Brand Awareness and WOM Exposure).

Restaurant chain, Guzman y Gomez, and Shopify wrap up the top five Biggest brand movers list for the country in January 2025 with upticks in five out of 13 BrandIndex metrics each. Where the eatery scored wins across Ad Awareness, Word of Mouth, Recommendation, Consideration and Purchase Intent, the e-commerce player, Shopify, saw gains in General Impression, Corporate Reputation, Quality, Consideration and Current Customer.

Hong Kong: Hang Seng Bank cashes in

Hang Seng Bank is Honk Kong’s Biggest brand mover in January.

Hang Seng Bank has scored positively in eight out of 13 BrandIndex metrics. The gains are seen to be made in one Media and communication metric (WOM Exposure), four Brand perception metrics (General Impression, Customer Satisfaction, Recommendation, Quality) and three Purchase funnel metrics (Consideration, Purchase Intent, Current Customer).

With upticks in seven metrics out of 13 each, Louis Vuitton and Skechers come in spot second and third. The luxury retail brand gained in Aided Brand Awareness, Ad Awareness, WOM Exposure, Buzz, General Impression, Value and Consideration metrics. The footwear and apparel brand Skechers has seen improved scores in Ad Awareness, WOM Exposure, Buzz, General Impression, Value, Consideration and Current Customer metrics.

adidas and Rolex round out the top five with upticks in four (Buzz, Value, Corporate Reputation, Quality) and three (Ad Awareness, WOM Exposure, Buzz) metrics respectively.

Indonesia: Kopi Kenangan leads in Indonesia

Kopi Kenangan is Indonesia’s Biggest brand mover in January.

With gains in seven out of 13 BrandIndex metrics, coffee chain Kopi Kenangan is at the top of the list in Indonesia. This includes five Brand perception metrics (General Impression, Value, Corporate Reputation, Customer Satisfaction and Recommendation) and one Media and communication metric (Aided Brand Awareness). Beverage brand Chatime has made gains in six metrics (Aided Brand Awareness, General Impression, Value, Corporate Reputation, Recommendation and Quality.

Nescafé (five metrics), OBH (five metrics) and Nescafé Pure Life (five metrics) complete the top five Biggest brand movers in Indonesia.

Singapore: Sheng Siong tops the list

Sheng Siong is Singapore’s Biggest brand mover in January.

Supermarket chain Sheng Siong has seen improvements in six out of 13 BrandIndex metrics. The gains are observed in Aided Brand Awareness, WOM Exposure, Buzz, Value, Customer Satisfaction and Recommendation.

Restaurant chain Hai Di Lao is second on the list in Singapore with upticks in five metrics – Buzz, General Impression, Value, Recommendation and Purchase Intent. Luxury fashion house Yves Saint Laurent saw gains in five metrics – Aided Brand Awareness, General Impression, Corporate Reputation, Quality and Consideration.

Burger King and Ruffles wrap up the top five Biggest brand movers list in Singapore. Both brands have made gains in four metrics out of 13. Where Burger King scores in General Impression, Recommendation, Quality and Consideration, Ruffles scores in Value, Customer Satisfaction, Consideration and Current Customer.

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, Indonesia and Singapore by requesting your free copy of YouGov’s APAC Biggest Brand Movers Report for January 2025 here.

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

Methodology

Biggest Brand Movers for January 2025 ranked brands according to the number of statistically significant score increases they achieved across the following BrandIndex metrics, between December and January 2025.

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