APAC Biggest Brand Movers - April 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.

Thailand: Thai Airways soars to the top

Thai Airways is on top of the table with upticks across four BrandIndex metrics out of 13 which are, WOM Exposure, General Impression, Quality and Consideration. This is followed by Singha Drinking Water which has scored positive growth in Aided Brand Awareness, Value and Purchase Intent.

Thai Life Insurance is at the third spot with upticks in Aided Brand Awareness, Buzz, Recommendation and Purchase Intent. Muang Thai Life Insurance and Tylenol close out the top five in Thailand with positive growth across three metrics each.

Australia: Australian mobility clubs are in the lead

In Australia, RACQ/ RAA/ RAC/ RACT demonstrates positive growth in eight out of 13 BrandIndex metrics namely in Ad Awareness, WOM EXposure, Value, Customer Satisfaction, Recommendation, Quality, Consideration and Current Customer.

Telecom company Optus follows in second place with upticks in six metrics. The metrics include General Impression, Value, Customer Satisfaction, Recommendation, Consideration and Current Customer. Hertz, Sofitel and Travelodge round out the top five with gains across six metrics each respectively.

Indonesia: Molto tops the chart

Both Molto and Rinso have scored upticks across seven out of 13 BrandIndex metrics in Indonesia. For Molto, the gains are observed across Ad Awareness, WOM Exposure, Buzz, Value, Customer Satisfaction, Quality and Current Customer. For Rinso, they are across Ad Awareness, WOM Exposure, Buzz, General Impression, Recommendation, Consideration and Current Customer.

Next up are SoKlin, Paseo and Geliga with gains across seven metrics each. SoKlin has seen positive growth across Ad Awareness, General Impression, Value, Corporate Reputation, Cistomer Satisfaction, Recommendation and Quality.

Paseo’s gains are across WOM Exposure, Buzz, Corporate Reputation, Customer Satisfaction, Recommendation, Quality and Current Customer. Finally, Geliga’s upticks are observed across Ad Awareness, Buzz, General Impression, Corporate Reputation, Customer Satisfaction, Recommendation and Quality.

Singapore: Scoot flies to the top

Low-cost airline, Scoot, has scored gains across eight BrandIndex metrics. These include WOM Exposure, Buzz, General Impression, Value, Customer Satisfaction, Recommendation, Quality and Consideration. Today follows at second place with gains across eight metrics as well.

Air China is next, having scored positive growth across eight metrics, some of which are Buzz, Consideration, Recommendation among others.

HSBC and Amazon Prime round out the top five with gains across seven and six metrics respectively.

Methodology

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