APAC Biggest Brand Movers - October 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: Apple Siri rises to the top

Apple Siri is the Biggest Brand Mover for October, showing improvements in nine metrics. These include Aided Brand Awareness, WOM Exposure, General Impression, Customer Satisfaction, Recommendation, Quality, Consideration, Purchase Intent and Current Customer.

Online marketplace Etsy comes in second with gains across nine metrics including Aided Brand Awareness, WOM Exposure, General Impression, Value, Corporate Reputation, Customer Satisfaction, Recommendation, Quality and Current Customer.

News.com.au ranks third with improvements across eight metrics, such as Aided Brand Awareness, Ad Awareness, WOM Exposure. Guinness takes the fourth spot with uplift across seven metrics.

Rounding out the top five, Cetaphil also posts gains across seven metrics,: Aided Brand Awareness, Buzz, General Impression, Corporate Reputation, Customer Satisfaction, Quality and Current Customer.

Hong Kong: HSBC Reward+ takes the lead in October

HSBC Reward+ leads Hong Kong’s Biggest Brand Movers list for October with improvements across seven metrics such as General Impression, Value, Customer Satisfaction, Recommendation, Consideration, Purchase Intent and Current Customer.

Four Seasons and Blue Cross follow in the second and third place respectively each posting gains across seven metrics, including improvements in all three purchase-funnel metrics of Consideration, Purchase Intent and Current Customer. New Balance is in fourth place with an increase seen across six metrics.

Rounding out the top five, Cathay Pacific records improvements across five metrics: Ad Awareness, WOM Exposure, Corporate Reputation, Recommendation and Quality.

Malaysia: Indocafé leads the table in October

Indocafé is the Biggest Brand Mover in Malaysia for October, with gains across seven metrics: Ad Awareness, Buzz, General Impression, Value, Corporate Reputation, Recommendation and Consideration.

In second place, the probiotic drink brand Vitagen records improvements in five out six brand perception metrics including General Impression, Value, Corporate Reputation, Recommendation and Quality. Huggies ranks third, showing gains in WOM Exposure, Value, Customer Satisfaction, Quality and Consideration.

Farm Fresh and Maggi complete the top five with improvements in four metrics each..

Thailand: Unif rises to the top in October

In Thailand, Unif is the Biggest Brand Mover for October with improvements in Ad Awareness, WOM Exposure, Buzz, Customer Satisfaction, Consideration, Purchase Intent and Current Customer.

iQIYI and IKEA take the next two spots, each improving across five metrics. iQIYI posts gains in Aided Brand Awareness, Ad Awareness, Corporate Reputation, Recommendation and Quality, while IKEA shows uplift in Aided Brand Awareness, General Impression, Value, Recommendation and Quality.

Visa and Mastercard follow, with both brands improving across five metrics as well. Visa showed uptick in Brand Awareness, General Impression, Customer Satisfaction, Purchase Intent and Current Customer, while Mastercard shows improvement across Aided Brand Awareness, General Impression, Corporate Reputation, Recommendation and Current Customer.

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 October 2025 ranked brands according to the number of statistically significant score increases they achieved across the following BrandIndex metrics, between September and October 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