Skincare top of mind in latest YouGov biggest brand movers ranking
Nivea has topped YouGov’s Biggest Brand Movers list for December, with Olay, Virgin Australia, Apple and Allianz hot on its tail.
The Beiersdorf-owned skincare brand made gains in all thirteen BrandIndex metrics across three categories – Media and Communication (Aided Brand Awareness, Ad Awareness, WOM Exposure, Buzz), Brand Perception (General Impression, Value, Corporate Reputation, Customer Satisfaction, Recommendation, Quality) and Purchase Funnel (Consideration, Purchase Intent, Current Customer).
It recently ran promotions with Woolworths and Chemist Warehouse, where consumers who purchased Nivea products were gifted a free branded swim bag, and also went into a draw to win a $12,000 Woolies voucher.
Olay, the runner-up, scored in seven metrics across the Media and Communication and Brand Perception categories, while Virgin Australia, who was third, saw upticks in six metrics across all three categories.
Tech giant Apple was on the list again in fourth place, also seeing improvements in six metrics, followed by Allianz, which gained in five.
December’s biggest brand movers. [Click to enlarge]
“YouGov has released its Biggest Brand Mover insights for December, highlighting the brands that have best captured attention, as measured by consumer perception metrics,” said Laura Robbie, APAC CEO of YouGov.
“Skincare brand, Nivea, has swept the categories, making gains in all 13 metrics, a result that’s no doubt been aided by the recent promotions run across Woolworths and Chemist Warehouse.”
Officeworks, Carlsberg, McCafé, Four N Twenty and L’Oréal rounded out the top 10.
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.
Last month, Corona topped the list, followed by Netflix, Kayo, Thai Airways and Foster’s.
Other brands that have taken the crown include 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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