Methodology

Campaign Asia Top 50 Brands 2025 are powered by YouGov BrandIndex.

Based on customer surveys in 11 APAC markets, rankings are based on brands’ multi-market average Index scores taken from YouGov BrandIndex, between January 1st, 2024, and December 31st, 2024. The markets included are Australia, Hong Kong, India, Indonesia, Japan, Malaysia, Philippines, Singapore, South Korea, Thailand, Vietnam.

The Index score within YouGov BrandIndex is a composite measure derived from six key metrics:

  • Impression: Do people have a positive or negative impression of the brand?
  • Quality: Do people perceive the brand's products or services as good or poor quality?
  • Value: Does the brand offer good or poor value for money?
  • Satisfaction: Are consumers satisfied or dissatisfied with their experience of the brand?
  • Reputation: Would people be proud or embarrassed to work for the brand?
  • Recommend: Would people recommend the brand to others or tell them to avoid it?

To qualify for the Top 50, a brand must be tracked in at least five of the 11 markets analysed. It must have data available for a minimum of six months (183 days) and meet a minimum sample size of 300. All scores are rounded to one decimal place. Where brands have the same score, ranks are determined by differences beyond the first decimal place.

Brands tracked across multiple sectors are ranked based on their highest-performing sector in each market. Both parent and child brands, such as Google and YouTube, are included to allow for greater granularity in performance tracking.

About YouGov

YouGov is a global research data and analytics group. Our mission is to offer unparalleled insight into what the world really thinks and does. With operations in the Americas, Mainland Europe, UK and Asia Pacific, we have one of the world's largest research networks.

YouGov is powered by reality stemming from a unique panel of millions of registered members across 64 markets, encapsulating some 18 million shopping trips and millions of interconnected data points. Our unique approach to recruiting and engaging with our panel, combined with our state-of-the-art technology platforms, enables us to deliver real-world, real-time insights that lead to better decision-making and a competitive advantage for our clients.

As innovators and pioneers of online market research, we have a strong reputation as a trusted source of accurate data and insights. Testament to this, YouGov data is regularly referenced by the global press, and we are consistently one of the most quoted market research sources in the world.

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