Emirates has delivered one of the strongest brand performances in Asia-Pacific, topping Singapore’s rankings in the latest APAC Biggest Brand Movers report for February 2026. The airline surged across 11 key consumer perception metrics, making it the most improved brand in the market and one of the standout performers across the region.
The rankings, published using data from YouGov BrandIndex, track month-on-month improvements across 13 metrics, including brand awareness, customer satisfaction, corporate reputation, and purchase intent. Emirates’ broad-based gains signal not just increased visibility, but a significant rise in consumer trust, engagement, and buying consideration.
Emirates Leads Singapore with 11-Metric Gain
Emirates dominated Singapore’s February rankings after recording improvements across an impressive 11 metrics: Aided Brand Awareness, Ad Awareness, Word of Mouth Exposure, Buzz, General Impression, Corporate Reputation, Customer Satisfaction, Recommendation, Quality, Purchase Intent, and Current Customer.
This kind of across-the-board improvement is rare and highlights a strong alignment between marketing visibility, customer experience, and brand perception. Unlike brands that rise due to short-term campaigns, Emirates’ performance reflects deeper consumer confidence and sustained engagement.
In a highly competitive aviation and travel market like Singapore, where consumers are exposed to multiple global airline brands, achieving gains across both perception and purchase funnel metrics is a strong indicator of long-term brand strength.
Singapore Top 5 Brand Movers – February 2026
While Emirates secured the top spot, several other brands also recorded strong gains across multiple metrics:
- #1 Emirates – Gains across 11 metrics including awareness, reputation, and purchase intent
- #2 Disney Cruise Line – Improvements in 9 metrics including Buzz, Value, and Recommendation
- #3 Singapore Life – Strong growth across awareness, satisfaction, and purchase funnel metrics
- #4 Telegram – Gains in engagement metrics like Buzz, WOM, and Quality
- #5 Olay – Improvements across all purchase funnel metrics plus reputation and satisfaction
The diversity of brands—from travel and insurance to technology and beauty—shows that consumer sentiment gains are not limited to a single industry. However, Emirates clearly outperformed all competitors in terms of breadth and depth of improvement.
Why Emirates’ Performance Stands Out
The biggest highlight of Emirates’ rise is its performance across all three major categories of brand measurement:
1. Media and Communication Metrics:
Gains in Aided Awareness, Ad Awareness, WOM Exposure, and Buzz show that Emirates has significantly increased its visibility and conversation among consumers.
2. Brand Perception Metrics:
Improvements in General Impression, Corporate Reputation, Customer Satisfaction, Quality, and Recommendation indicate stronger trust and positive sentiment toward the brand.
3. Purchase Funnel Metrics:
Growth in Consideration, Purchase Intent, and Current Customer reflects increasing likelihood of actual bookings and repeat usage.
This full-funnel dominance is what separates Emirates from other brands in the rankings. It suggests the airline is not only attracting attention but also converting that attention into real customer action.
For a deeper understanding of how these metrics are tracked, readers can explore YouGov BrandIndex, which continuously monitors thousands of brands globally.
APAC Overview: Strong Brand Gains Across Markets
Beyond Singapore, the February 2026 report highlights strong brand momentum across multiple APAC markets:
Australia:
Nespresso topped the rankings with gains across seven metrics including Ad Awareness, Buzz, Corporate Reputation, and Customer Satisfaction. Canon followed in second place, while Panadol, Breville, and Novotel completed the top five.
Hong Kong:
Cathay Pacific climbed to the top spot with improvements in Aided Brand Awareness, WOM Exposure, Value, and Current Customer. Taobao, FUTU, Wellcome, and Uniqlo also showed notable gains.
Thailand:
Makro led the rankings with gains across Buzz, Value, Recommendation, and Purchase Intent. ttb (TMBThanachart), Toyota, McDonald’s, and Swensen’s followed closely behind.
Despite strong competition across these markets, Emirates’ 11-metric improvement in Singapore remains one of the most comprehensive performances in the entire APAC region.
What’s Driving the Surge in Consumer Perception
The February data suggests that brands delivering consistent customer experience, strong communication, and perceived value are seeing the biggest gains. For Emirates, this likely reflects a combination of premium service positioning, strong global brand recognition, and continued demand for international travel.
Singapore’s role as a global travel hub further amplifies the importance of airline brand perception. Frequent travelers in the market are highly sensitive to quality, reliability, and service experience, making improvements in satisfaction and recommendation especially impactful.
Additionally, rising Word of Mouth Exposure and Buzz indicate that consumers are actively discussing the brand, which often plays a critical role in influencing new customer acquisition.
Outlook: Can Emirates Sustain the Momentum
While monthly rankings highlight short-term shifts, sustained performance across multiple metrics often signals longer-term brand strength. If Emirates continues to maintain high customer satisfaction and strong perception scores, it could further strengthen its position in the APAC travel market.
The combination of rising awareness, improving reputation, and increasing purchase intent places the airline in a strong position heading into the next quarter. However, competition remains intense, and maintaining consistency across all metrics will be key.
More details about Emirates’ services and global network can be explored on the official Emirates website.
Bottom Line
Emirates’ surge across 11 metrics in Singapore makes it one of the biggest brand success stories in APAC for February 2026. The airline’s ability to improve across awareness, perception, and purchase intent highlights a powerful combination of marketing strength and customer experience.
As consumer sentiment continues to shape brand success in competitive markets, Emirates’ performance sets a benchmark for how brands can drive growth across the entire customer journey.
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