Thailand: Fuji rises to a new peak with True Black card promotion
Fuji Japanese Restaurant is Thailand’s Biggest Brand Mover for May.
The Tana Group International-owned brand made gains in five out of 13 YouGov BrandIndex metrics, in the Media and Communication category (Aided Brand Awareness, Ad Awareness) and Brand Perception category (General Impression, Corporate Reputation, Quality).
The restaurant chain ran a promotion from 1 April till 15 June, where True Black card holders can redeem card points to enjoy discounts of between 20-50 baht.
GSB (Government Savings Bank) is the runner-up, with the state-owned bank scoring upticks in four metrics across the Brand Perception and Purchase Funnel categories. Bangkok Bank takes third place, seeing improvements in four metrics across the Media and Communication, Brand Perception and Purchase Funnel categories.
Beverage maker Tipco and auto manufacturer Nissan round out the top five, making gains in four metrics each.
Hong Kong: yuu scores with shopping deals
Dairy Farm International Holdings’ yuu is Hong Kong’s Biggest Brand Mover for May.
The Jardine Matheson subsidary’s membership program made gains in ten out of 13 YouGov BrandIndex metrics, across the Media and Communication category (Aided Brand Awareness, Ad Awareness, Buzz), Brand Perception category (General Impression, Value, Corporate Reputation, Customer Satisfaction, Recommendation, Quality) and Purchase Funnel category (Current Customer).
The customer rewards app partnered with convenience store 7-Eleven to offer preferential prices on various personal electronics and household appliances, while also working with grocery chain Wellcome to offer yuu club members special deals on selected food items.
HK Express is the runner-up, with the airline scoring upticks in seven metrics across the Media and Communication, Brand Perception and Purchase Funnel categories. Giordano takes third place, with the fashion retailer seeing smprovements in six metrics across the Brand Perception and Purchase Funnel categories.
Jewellery brand Pandora and fashion retailer Uniqlo round out the top five, making gains in six and five metrics respectively.
Australia: Budweiser top of table a month after tie-up with transgender influencer
Budweiser is Australia’s Biggest Brand Mover for May.
The Anheuser-Busch InBev brand made gains in ten out of 13 YouGov BrandIndex metrics, across the Media and Communication category (Ad Awareness, WOM Exposure, Buzz), Brand Perception category (General Impression, Value, Customer Satisfaction, Quality) and Purchase Funnel category (Consideration, Purchase Intent, Current Customer).
In April, the American beer-maker partnered with transgender activist and social media influencer Dylan Mulvaney to promote the beverage, which saw Mulvaney posting a video of herself drinking Bud Light and receiving a personalised can of beer with the influencer’s face on it.
While the partnership sparked angry reactions from right-wing / conservative figures in the US and negatively impacted beer sales there, customer impression of the brand did not take a similar nosedive in Australia over April, and was on a strong upward trend over the month of May.
Twitter is the runner-up, with the social media platform scoring upticks in eight metrics across the Media and Communication, Brand Perception and Purchase Funnel categories. Tiktok takes third place, with the short video sharing platform seeing improvements in eight metrics across all three categories.
Priceline Pharmacy and cold and flu medicine brand Nurofen round out the top five, making gains in six metrics each.
Was your brand one of APAC’s Biggest Movers in May?
Uncover the other brands that were among the top ten in Australia, Hong Kong and Thailand by requesting your free copy of YouGov’s APAC Biggest Brand Movers Report for May 2023 here.
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Methodology: Biggest Brand Movers for May 2023 ranked brands according to the number of statistically significant score increases they achieved across the following BrandIndex metrics, between April and May 2023.
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
