APAC Biggest Brand Movers - March 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: Zara sits pretty at the top

Zara is on the top of the table having scored upticks in nine out of 13 BrandIndex metrics, namely in Ad Awareness, WOM Exposure, Buzz, General Impression, Value, Customer Satisfaction, Recommendation, Consideration and Current Customer.

Acer and Huawei have both made gains in eight metrics. Where Acer has witnessed a clean sweep of Brand Perception metrics in addition to gains in Ad Awareness and Current Customer, Huawei’s upticks are in WOM Exposure, General Impression, Value, Corporate Reputation, Recommendation, Quality, Purchase Intent and Current Customer.

Energy drink Red Bull and sports apparel and footwear brand Nike round out the top five with upticks across seven and six metrics respectively.

Indonesia: Pantene takes the top spot

With gains made in nine out of 13 BrandIndex metrics, Pantene is the Biggest Brand Mover in Indonesia. The nine metrics are Ad Awareness, Buzz, General Impression, Value, Customer Satisfaction, Recommendation, Quality, Purchase Intent and Current Customer.

Tango and Khong Guan come in second and third with upticks in seven metrics each.

Monde and TikTok Shop round out the top five Biggest Brand Movers for March in the country with six and five metrics each seeing gains. These are - for Monde, Ad Awareness, WOM Exposure, General Impression, Customer Satisfaction, Quality and Consideration; and for TikTok Shop, gains were observed in Aided Brand Awareness, Ad Awareness, General Impression, Corporate Reputation and Current Customer.

Malaysia: KFC is at the top of the table

In Malaysia, the Biggest Brand Mover is fast food chain, KFC, which is at the top of the table with gains in seven out of 13 BrandIndex metrics. While KFC hasn’t scored in Purchase Funnel metrics, the upticks can be observed in WOM Exposure, Buzz, General Impression, Value, Corporate Reputation, Customer Satisfaction and Quality.

Dairy and beverage company, Marigold, is next with gains in six metrics. The top five list also includes The Coffee Bean & Tea Leaf (five metric gain), Head & Shoulders (four metric gain) and Bank Islam (four metric gain).

Thailand: Levi’s fits in at the top spot

Clothing company Levi’s is the Biggest Brand Mover in Thailand with upticks in eight of the total 13 BrandIndex metrics, namely, Ad Awareness, WOM Exposure, Buzz, Customer Satisfaction, Recommendation, Quality, Purchase Intent and Current Customer. Convenience store chain 7-Eleven follows with gains in seven metrics which include Aided Brand Awareness, Buzz, Customer Satisfaction, Recommendation, Quality, Purchase Intent and Current Customer.

The top five is rounded off by Puma in third place with upticks seven metrics, Converse in fourth place with seven metrics and Dok Bua Ku with gains in six metrics.

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 March 2025 ranked brands according to the number of statistically significant score increases they achieved across the following BrandIndex metrics, between February and March 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