Top 10 brand movers in Hong Kong for July 2024

Hang Seng Bank has topped YouGov’s biggest brand mover list in Hong Kong for July 2024. The bank made gains in six out of 13 YouGov BrandIndex metrics in terms of aided brand awareness, ad awareness, and corporate reputation.

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This is demonstrated by the brand's effort to tell good stories via marketing campaigns. In July, Hang Seng Bank launched an extended version of the "Prestige banking CFO (chief family officer)" campaign last year, aiming to further empower modern Hong Kong families. 

Promoting the upgraded features of its prestige banking "Family+ Account", Hang Seng has launched a campaign featuring local actress Sandra Ng (吳君如); her partner, local film director Peter Chan (陳可辛); and local film director, scriptwriter and actor Vincent Kok (谷德昭). The campaign is running from 3 July to 30 September.

Following closely behind is Samsung, showing growth in six out of 13 metrics across the media and communication, brand perception, and purchase funnel categories.

Meanwhile, Wellcome Supermarket, a retail brand under DFI Retail Group, takes the third place, seeing improvements in five metrics across the three categories, including aided brand awareness, general impression, and consideration.

China Construction Bank and Pacific Coffee take the fourth and fifth spots respectively on the list. China Construction Bank demonstrated improvements in five out of the 13 metrics, while Pacific Coffee showed positive developments in three metrics.

Maxim's Fast Food/Maxim's MX and the fast food franchise Subway take the sixth and seventh positions respectively, with both brands seeing improvements across three key metrics - media and communication, purchase funnel, and brand perception.

Rounding off the list are Visa, Café de Coral, and Trip.com showing improvements in two metrics respectively.

YouGov APAC Biggest Brand Movers is a feature highlighting the ten brands that have registered statistically significant month-on-month growth in consumer perception metrics across a selection of APAC markets, including Australia, Hong Kong, Singapore, and Thailand.

These rankings identify the brands that have logged the greatest number of improvements across 13 metrics each month – ranging from aided brand awareness and corporate reputation, to purchase consideration and customer satisfaction.

The data is taken from YouGov BrandIndex, a syndicated brand tracker that continuously collects data on thousands of brands around the globe every day.

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