APAC Biggest Brand Movers - December 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: Bunnings tops the chart

Bunnings takes the top position in Australia as the Biggest Brand Mover for December, after recording improvements across nine of the 13 metrics: Aided Brand Awareness, Ad Awareness, and WOM Exposure, alongside gains in General Impression, Corporate Reputation, Customer Satisfaction, and Recommendation. The brand also posts uplifts in Consideration and Current Customer.

Dan Murphy’s comes second, with increase in WOM Exposure, Buzz, General Impression, Value, Quality, Consideration, and Current Customer.

In third, Mazda registers improvements in WOM Exposure, General Impression, Recommendation, Quality, Consideration, and Purchase Intent.

Gillette takes fourth after recording gains across all three purchase-funnel metrics: Consideration, Purchase Intent, and Current Customer, alongside improvements in Ad Awareness and Buzz.

Rounding out the top five, QV posts uplifts in Aided Brand Awareness, WOM Exposure, Buzz, Recommendation, and Consideration.

Indonesia: Prudential claims the top spot in December

Prudential takes the top position in Indonesia as the Biggest Brand Mover for December, recording improvements across nine metrics, including gains in all three purchase-funnel measures: Consideration, Purchase Intent, and Current Customer. The brand also posts uplifts in Ad Awareness, WOM Exposure, Buzz, General Impression, Corporate Reputation, and Customer Satisfaction.

Not far behind, Bank Jago posted improvements across eight out of thirteen metrics including Aided Brand Awareness, Ad Awareness, WOM Exposure, Buzz, Corporate Reputation, Customer Satisfaction, Consideration, and Current Customer.

In third, Manulife registers improvements across all four media and communication metrics: Aided Brand Awareness, Ad Awareness, WOM Exposure, and Buzz, alongside gains in Customer Satisfaction, Quality, Consideration, and Current Customer.

Allo Bank takes fourth after posting gains in Aided Brand Awareness, Ad Awareness, WOM Exposure, Buzz, General Impression, Customer Satisfaction, Consideration, and Current Customer.

Rounding out the top five, GIV records uplifts in Aided Brand Awareness, Ad Awareness, WOM Exposure, General Impression, Value, Purchase Intent, and Current Customer.

Malaysia: Padini climbs to the top

Padini takes the top position in Malaysia as the Biggest Brand Mover for December, after recording improvements across Aided Brand Awareness, Buzz, General Impression, Corporate Reputation, Customer Satisfaction, and Recommendation.

Kimball comes second after posting gains across all three purchase-funnel metrics: Consideration, Purchase Intent, and Current Customer, alongside increases in WOM Exposure and Buzz.

In third, luxury fashion house Christian Dior registers improvements in Buzz, General Impression, Corporate Reputation, Recommendation, and Quality,

Lux takes fourth with gains across General Impression, Value, Customer Satisfaction, Recommendation, and Quality.

Maggi closes the top five with improvements in Corporate Reputation, Customer Satisfaction, Quality, and Current Customer,

Singapore: TikTok delivers a near clean sweep

TikTok emerges as Singapore’s Biggest Brand Mover for December, with improvements across 12 of the 13 metrics: Aided Brand Awareness, WOM Exposure, Buzz, General Impression, Value, Corporate Reputation, Customer Satisfaction, Recommendation, Quality, Consideration, Purchase Intent, and Current Customer.

X (formerly Twitter) follows with gains across 12 metrics, including Aided Brand Awareness, Ad Awareness, WOM Exposure, Buzz, General Impression, Value, Corporate Reputation, Customer Satisfaction, Recommendation, Quality, Consideration, and Current Customer.

In third, Apple Music registers improvements in Ad Awareness, WOM Exposure, Buzz, General Impression, Value, Corporate Reputation, Customer Satisfaction, Recommendation, Quality, Consideration, and Current Customer.

Louis Vuitton takes fourth with gains in Ad Awareness, WOM Exposure, Buzz, General Impression, Value, Customer Satisfaction, Quality, Consideration, and Current Customer.

Closing out the top five, Sephora improves across all six brand perception metrics: General Impression, Value, Corporate Reputation, Customer Satisfaction, Recommendation, and Quality alongside an uplift in 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 December 2025 ranked brands according to the number of statistically significant score increases they achieved across the following BrandIndex metrics, between November and December 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