APAC Biggest Brand Movers - May 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: L’Oreal leads the pack

L’Oreal is at the top of the table in Australia with upticks across 11 of 13 BrandIndex metrics. These include, Aided Brand Awareness, WOM Exposure, Buzz, General Impression, Value, Corporate Reputation, Customer Satisfaction, Recommendation, Quality, Consideration, Purchase Intent and Current Customer.

KitchenAid is up next with improvements across 11 metrics as well. The brand made a clean sweep of the Media and Communication metrics and Brand perception metrics and also registered gains in Current Customer among the Purchase funnel metrics.

With gains across six metrics each, Nivea, Google Photos and HCF round out the top five. The month of May saw Nivea launching a fund-raising campaign in support of the Look Good Feel Better charity. The month also saw Google celebrating 10 years of Google Photos.

Singapore: Singapore Post tops the table

With improvements across seven metrics, Singapore Post is the Biggest Brand Mover in Singapore for the month of May. The metrics where the postal service brand has seen gains include Buzz, General Impression, Value, Customer Satisfaction, Recommendation, Quality and Consideration. Mid-May, Singapore Post or SingPost declared its financial results for the financial year ending March 31.

Luxury fashion brand Fendi is next with upticks across six metrics – Aided Brand Awareness, Value, Corporate Reputation, Recommendation, Consideration and Current Customer. Fendi is followed by Chanel, another luxury fashion brand, with improvements across five metrics.

Chinese restaurant chain, Paradise Dynasty, and Din Tai Fung, Taiwanese restaurant chain, close out the top five with gains across five and four metrics respectively.

Indonesia: Chiki tops the list

Snack brand Chiki with improvements across nine BrandIndex metrics is the Biggest Brand Mover in Indonesia for the month. The metrics include WOM Exposure, Buzz, General Impression, Value, Customer Satisfaction, Recommendation, Quality and Consideration. With gains in eight metrics each, Fitbar and Soyjoy follow.

Nescafé saw improvements across seven metrics and Bank Mandiri saw them across six metrics. For the coffee brand, the uplift was observed across Aided Brand Awareness, Ad Awareness, Buzz, General Impression, Customer Satisfaction, Quality and Consideration. For the bank, the improvements were in Buzz, General Impression, Value, Corporate Reputation, Recommendation and Quality.

Thailand: BeNice sees uplift in most metrics

Personal care brand BeNice has scored gains in 12 out of 13 BrandIndex metrics in Thailand for May 2025. Except for the Purchase Intent metric, the brand has seen upticks in all others. Tea and beverage brand Puriku follows with gains in 11 metrics.

Another beverage player, Singha Lemon Soda, grabs the third spot on the list with gains in eight metrics. These include Aided Brand Awareness, Ad Awareness, Buzz, General Impression, Value, Customer Satisfaction, Recommendation and Quality.

Yen Yen and Lipton with upticks in eight metrics each round out the top five. Here, Yen Yen sees a clean sweep of the Brand perception metrics plus two among the Purchase funnel metrics. Lipton has seen improvements in Aided Brand Awareness, Ad Awareness, Buzz, General Impression, Value, Customer Satisfaction, Recommendation and Quality.

Methodology

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