Europcar, Snapchat and ANZ top April brand movers rankings
French car rental company, Europcar, has topped YouGov’s ‘Biggest Brand Movers’ list for April, having achieved the most statistically significant month-on-month growth in consumer perceptions compared to March.
The car rental company made gains in eight out of 13 YouGov BrandIndex metrics, across the media and communication category (ad awareness, word of mouth exposure, buzz), brand perception category (general impression, customer satisfaction) and purchase funnel category (consideration, purchase intent, current customer).
YouGov has suggested that the uptick for the brand could be attributed to a special offer it is currently running, offering customers a rental rate of $79 a day in exchange for agreeing to rent any available vehicle on the day of pick up, in its Mystery Vehicle campaign.
Coming in second place for April was Snapchat, which saw increases across seven metrics in the media and communications and brand perception categories. In February, Snap’s APAC GM, Katherin Carter, stood down from her role, after seven years with the business. She is set to be replaced in the ANZ region by Tony Keusgen, who was yesterday announced to be joining Snap from Quantium, where he was chief customer officer.
In third position was ANZ, which had improvements across six metrics in the media and communication, brand perception and purchase funnel categories. Last month the multinational banking group launched a new YouTube content series via Keep Left and PHD.
Automotive brand Audi and petroleum provider Mobil round out the top five, making gains in six and five metrics respectively.
Commenting on the results, 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, Europcar made large gains in April following its latest campaign and promotions. These rankings enable marketers to know how consumer sentiment towards their brand has evolved over time. Having continuous data can help them monitor growth and measure brand health to stay ahead of the game.”
The metrics covered by the report are split into three categories: media and communications metrics (aided brand awareness, ad awareness, word of mouth exposure and buzz), brand perception metrics (general impression, customer satisfaction, quality, value, recommendation and corporate reputation) and purchase funnel metrics (consideration, purchase intent, current customer).
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