APAC Biggest Brand Movers - February 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: Dell takes the top spot

Of the 13 BrandIndex metrics, Dell and Expedia take the top two spots in Australia with both brands scoring upticks in nine of them. Dell recently launched new laptops in Australia.

For Dell, gains were observed in Ad Awareness, General Impression, Value, Corporate Reputation, Recommendation, Quality, Consideration, Purchase Intent and Current Customer metrics.

Expedia, meanwhile, has seen upticks in WOM Exposure, Buzz, Value, Corporate Reputation, Customer Satisfaction, Recommendation, Quality, Consideration and Current Customer.

Woolworths, McDonald’s and HP round out the top five Biggest Brand Movers in Australia with gains in seven metrics each.

Indonesia: Del Monte leads in Indonesia

Del Monte and Gramedia lead the table in Indonesia with upticks in ten and nine metrics respectively, out of the total 13. For Del Monte, gains can be observed in Aided Brand Awareness, Ad Awareness, WOM Exposure, Buzz, General Impression, Corporate Reputation, Customer Satisfaction, Recommendation, Quality and Consideration.

Gramedia recently celebrated its 55th anniversary offering customers deals and promotions between 2nd and 9th February. The brand saw upticks in Ad Awareness, WOM Exposure, Buzz, General Impression, Value, Corporate Reputation, Customer Satisfaction, Recommendation and Quality.

Converse follows with gains in eight of 13 metrics, namely, Ad Awareness, Buzz, Value, Corporate Reputation, Recommendation, Quality, Consideration and Current Customer.

Indofood and social media platform X (formerly Twitter) round out the top five with scores swinging upwards in six metrics each.

Malaysia: Huawei Band sprints to the top

In February, Huawei Band topped Malaysia’s Biggest Brand movers list, recording gains across 10 metrics, including Aided Brand Awareness, WOM Exposure, Buzz, General Impression, Value, Corporate Reputation, Customer Satisfaction, Recommendation, Quality and Consideration.

Domino’s Pizza, ranked second, improved across nine metrics, with a clean sweep of the Media and Communication metrics category.

Alibaba, RHB, and U Mobile (Prepaid) also registered notable upward shifts. E-commerce giant Alibaba saw gains across multiple perception metrics (nine metrics in total), reflecting strong brand visibility and consumer engagement.

RHB, a key player in Malaysia’s banking sector, follows on the fourth spot with gains in eight metrics. U Mobile (Prepaid) closes out the top five in the country.

Singapore: Trust Bank occupies the top spot

Trust Bank tops the list with gains in nine metrics, Doritos follows with upticks in six as well. For Trust Bank, the contributors are Aided Brand Awareness, WOM Exposure, Buzz, General Impression, Value, Customer Satisfaction, Quality, Purchase Intent and Current Customer, whereas Doritos was propped up due to gains in Buzz, Value, Recommendation, Quality, Purchase Intent and Current Customer.

Club Med, Snapchat and Julie’s occupy the last three spots in the top five with upticks in five, five and four metrics each.

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

Methodology

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