Budweiser, Twitter and TikTok lead YouGov’s May Biggest Brand Movers list despite individual brand challenges
Budweiser has bested the YouGov ‘Biggest Brand Movers’ list for May, gaining in ten out of 13 metrics.
The beer brand picked up points in the Media and Communication (Ad Awareness, Word of Mouth Exposure, Buzz), Brand Perception (General Impression, Value, Customer Satisfaction, Recommendation, Quality) and Purchase Funnel (Consideration, Purchase Intent, Current Customer) categories.
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Twitter was in second place, making improvements in eight metrics across Media and Communication, Brand Perception and Purchase Funnel, while TikTok was third, also gaining in eight metrics.
Like Budweiser, both Twitter and TikTok have struggled over the past few months.
Twitter has struggled since Elon Musk bought the company last year, from major global layoffs, to the removal of the verification tick and declining ad traffic.
For TikTok, the possibility of being shutdown has loomed for months, due to the tense relationship between China and the West. In Australia, the app has been banned from work-issued devices across 25 federal agencies and departments, including Foreign Affairs, Prime Minister and Cabinet, and Finance.
Despite these issues, the communications and perceptions of the brand have increased.
Priceline Pharmacy and medicine brand Nurofen rounded out the top five, each making gains in six metrics.
Laura Robbie, CEO, APAC at YouGov, said: “APAC Biggest Brand Movers highlights the brands that have registered the most statistically significant month-on-month upticks in consumer perception metrics across a selection of Asia-Pacific markets.
“As the data shows, Budweiser’s latest collaboration positively impacted its perception making it the top mover this month. Having continuous data on evolving consumer sentiment can help marketers respond quickly to market changes and gain an advantage over competitors.”
The list, derived from YouGov’s brand tracker, BrandIndex, is a monthly reporting series. It lists the top 10 brands that have registered the most statistically significant month-on-month upticks in consumer perception, according to 13 key metrics.
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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“Budweiser’s latest collaboration positively impacted”
Anheuser-Busch has lost a staggering $15.7 BILLION in value since Bud Light controversy began – as rivals add $3.2b to their value and experts – dailymail and NYP
Positively Impacted? that’s a unique spin.
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Presuming this article has appeared because YouGov have PRed this month’s results, you’d have to question the judgment of anyone at YouGov who thinks Bud Light has been having a good time of it recently. This article is a good way to destroy the credibility of their rankings
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Umm, in the last 4 months Bud Lite, Budweiser’s leading beer in the US, has haemorrhaged 25%+ market share and lost its No.1 ranking over its sponsorship of Dylan Mulvaney. The “word of mouth” and “awareness” metrics are negatively high because of the controversy it’s generating. This survey lacks credibility.
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How is anyone supposed to take this seriously considering the first two?
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Ask an any YouGov employee about their skews in data and representation of the Australian marketplace and its a can of worms. Its not representative of the population.
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