APAC Biggest Brand Movers - July 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: Airbnb rests at the top of the list

In Australia, Airbnb is the Biggest Brand Mover for July in the country with improvements in nine out of 13 BrandIndex metrics, including all Brand Perception ones. The hospitality brand has seen upticks across Word of Mouth Exposure, General Impression, Value, Corporate Reputation, Customer Satisfaction, Recommendation, Quality, Consideration and Purchase Intent.

Online retailer, The Iconic, follows, also with gains across nine metrics with the majority belonging to the Brand Perception metrics. With improvements across six metrics each, Realestate.com.au, The Australian and Mini follow.

Malaysia: TikTok leads the table in Malaysia

Social media platform, TikTok, is the Biggest Brand Mover in Malaysia, scoring upticks across 10 metrics out of the total 13. Improvements were made across Aided Brand Awareness, WOM Exposure, Buzz, General Impression, Corporate Reputation, Customer Satisfaction, Recommendation, Quality, Consideration, and Current Customer.

At a distant second with gains across six metrics, Protex follows. The personal care brand has seen improvements in the following metrics: Value, Customer Satisfaction, Recommendation, Quality, Consideration and Current Customer.

With one social media platform already leading the table, the next spots - three and four - are taken by Facebook and YouTube. Facebook’s gains are in Ad Awareness, General Impression, Corporate Reputation, Customer Satisfaction, and Quality. YouTube, meanwhile, logs upticks in Ad Awareness, WOM Exposure, Customer Satisfaction and Current Customer.

AirAsia, with gains across four metrics, rounds out the top five in this market.

Hong Kong: Octopus Card climbs to the top

Contactless smart card, Octopus Card, is the Biggest Brand Mover in Hong Kong with five metrics having improved. These are Ad Awareness, Customer Satisfaction, Recommendation, Consideration and Purchase Intent. Dettol comes next, with gains in five metrics.

Samsung and yuu Rewards, with upticks across five and four metrics respectively take the next two spots. Samsung registers upticks in mainly the Brand Perception category and one Media and Communication metric.

Omega rounds out the top five for this market with improvements across three metrics.

Thailand: Nestlé ranks high in Thailand

Nestlé is the Biggest Brand Mover in Thailand with improvements across 12 of the 13 BrandIndex metrics – A near clean sweep save for the General Impression metric. D-nee follows with gains in seven metrics – Ad Awareness, WOM Exposure, Corporate Reputation, Customer Satisfaction, Recommendation, Purchase Intent and Current Customer.

With upticks across five metrics, Nivea, Clear and True Move H (Prepaid) follow and round out the top five Biggest Brand movers in Thailand for July 2025.

Wonder who are the Biggest Brand Movers in other APAC markets – including China, Japan, Philippines and Vietnam? Contact us and sign up for a free brand health check today!

Methodology

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