CommBank tops January’s YouGov Biggest Brand Movers list
Commonwealth Bank (CBA) has been unveiled as YouGov Australia’s Biggest Brand Mover for January.
The list, derived from YouGov’s brand tracker, BrandIndex, is a monthly reporting series which ranks the top 10 brands that have registered the most statistically significant month-on-month upticks in consumer perception, according to 13 key metrics.
The bank made gains in 10 of the 13 metrics, in the Media and Communication (Aided Brand Awareness, Ad Awareness, WOM Exposure, Buzz), Brand Perception (General Impression, Corporate Reputation, Quality) and Purchase Funnel (Consideration, Purchase Intent, Current Customer) categories.
The gains can be attributed to the brand’s announcement last month that it would be extending emergency assistance to customers and communications impacted by Tropical Cyclone Kirrily in North Queensland. It also warned its customers last month about a circulating text scam that was pretending to be CBA.
Right before Christmas, CBA also launched a campaign for CommBank Yello, its customer recognition program, that ran through the month of January.
“With circulating scams, and natural disasters affecting tropical Queensland, Commonwealth Bank has taken action, warning customers about fraudulent messages, and providing assistance to those in need,” said Laura Robbie, CEO APAC at YouGov.
“These actions haven’t gone unnoticed by Australian consumers, allowing the banking giant to nab the top spot in our Biggest Brand Movers list for the month, making gains in 10 of our 13 metrics.”
January’s biggest brand movers. [Click to enlarge]
Cosmetics brand L’Oreal and social platform Snapchat rounded out the top five, both also making gains in nine metrics.
Nurofen Cold & Flu, Neutrogena, Weet-Bix, Nivea and Westpac all sat in the top 10.
Last month, Nivea and Olay topped the list in first and second, respectively, while Virgin Australia, Apple and Allianz rounded out the top five.
Other brands that have taken the crown include Corona, Singapore Airlines, Hisense, Budweiser, Europcar and QBE Insurance.
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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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