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.
Singapore: Gardens by the Bay gallops to first place with Nat Geo gaffe
Nature Park Gardens by the Bay is Singapore’s Biggest Brand Mover in August.
It made gains in six out of 13 YouGov BrandIndex metrics, across the Media and Communication category (Ad Awareness, WOM Exposure, Buzz), Brand Perception category (Customer Satisfaction, Recommendation) and Purchase Funnel category (Consideration).
The National Geographic UK had published a photo of the Gardens on its Facebook page in late August, along with a caption that erroneously indicated that the park was located in Malaysia. The post, which was left unedited for at least 13 hours, garnered more than 7,000 and 10,000 reactions – and prompted a storm of online comments poking fun at the gaffe, including copycat mistaken location posts by netizens and brands alike.
Texas Fried Chicken is the runner-up, with the American fast food chain scoring upticks in six metrics across the Media and Communication, Brand Perception and Purchase Funnel categories. Vivocity takes the third place, with the Mapletree-developed shopping mall seeing improvements in seven metrics across the Media and Communication and Brand Perception categories.
Theme park Universal Studios Singapore and Spanish fashion retail chain Zara round out the top five, making gains in four metrics each.
Malaysia: Milo rides the K-Wave to top spot
Chocolate malt drink Milo is Malaysia’s Biggest Brand Mover in August.
It made gains in six out of 13 YouGov BrandIndex metrics, across the Media and Communication category (Aided Brand Awareness), Brand Perception category (General Impression, Value, Corporate Reputation, Quality) and Purchase Funnel category (Current Customer).
The Nestlé brand recently ran a 10-second video commercial featuring South Korean actor Park Seo-Joon saying “Let’s drink Milo” in Bahasa Malaysia. It also released limited edition Milo merchandise, such as drink packets and tote bags, with Seo-Joon's image on them – which quickly sold out on the Shopee Malaysia e-commerce platform.
Maggi is the runner-up, with the Nestlé-owned instant noodle brand scoring upticks in four metrics across the Media and Communication and Brand Perception categories. Giordano takes the third place, with the Hong Kong-based fashion retailer also seeing improvements in four metrics across the Media and Communication and Purchase Funnel categories.
Malaysian bubble tea brand Tealive and German skincare brand Nivea round out the top five, making gains in three metrics each.
Hong Kong: Four Seasons ranks first with rejuvenating staycation package
Four Seasons Hotel and Resorts is Hong Kong’s Biggest Brand Mover for August.
It made gains in four out of 13 YouGov BrandIndex metrics, across the Media and Communication category (Aided Brand Awareness, WOM Exposure) and Brand Perception category (General Impression, Value).
The hospitality group recently launched a "Rehabilitation Holiday" staycation package for visitors looking to destress. Besides luxury accommodation options, the package includes a full-body massage and spa experiences, yoga classes, and fine dining at Michelin-starred restaurants.
Mentholatum is the runner-up, with the American ointment and lip balm manufacturer scoring upticks in four metrics across the Brand Perception and Purchase Funnel categories. New Balance takes the third place, with the American sports footwear and apparel seeing improvements in three metrics within the Brand Perception categories.
Hospitality group Hilton and public broadcaster Radio Television Hong Kong (RTHK) round out the top five, making gains in three metrics each.
Australia: Daihatsu climbs to top of table
Japanese automaker Daihatsu is Australia’s Biggest Brand Mover for August.
It made gains in 10 out of 13 YouGov BrandIndex metrics, across the Media and Communication category (Ad Awareness, WOM Exposure, Buzz), Brand Perception category (General Impression, Corporate Reputation, Customer Satisfaction, Quality) and Purchase Funnel category (Consideration, Current Customer).
Tooheys is the runner-up, with the Kirin-owned brewery scoring upticks in six metrics across the Media and Communication, Brand Perception and Purchase Funnel categories. Twitter takes the third place, with the social media platform seeing improvements in seven metrics across all three categories.
Hospitality group Four Seasons and NRMA Insurance round out the top five, making gains in six and five metrics respectively.
Was your brand one of APAC’s Biggest Movers in August?
Uncover the other brands that were among the top ten in Australia, Hong Kong, Malaysia and Singapore by requesting your free copy of YouGov’s APAC Biggest Brand Movers Report for August 2022 here.
Wonder who are the Biggest Brand Movers in other APAC markets – including China, Japan, Indonesia, Philippines, Thailand and Vietnam? Contact us and sign up for a free brand health check today!
Methodology: Biggest Brand Movers for August 2022 ranked brands according to the number of statistically significant score increases they achieved across the following BrandIndex metrics, between July and August 2022.
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
