Top Branding Message Driving Purchase Intent Among Singapore Consumers: Innovation Leads the Way

2025/07/08

This report was conducted by GMO Research & AI and Z.com Engagement Lab, focuses on the Singapore consumer market and leverages a machine learning model to analyze consumer responses to 22 branding messages. The goal was to identify which messages most strongly influence purchase intent and uncover the relationship between brand communication and consumer behavior.

The findings reveal the top five branding factors that most effectively drive purchase intent: Innovative, Attractive, Identifiable, Quality, and Reputable. Among these, “Innovative - Brand is Innovative” ranked first with the highest derived score of 0.066, indicating that a brand perceived as innovative is most likely to capture Singaporean consumers’ interest and motivate purchase.

“Attractive - Brand is visually attractive”, with a score of 0.043, emphasizes the visual and design appeal of the brand—highlighting the importance of first impressions and aesthetics. “Identifiable - Brand has strong identify” (0.038) and “Quality - Brand offers high quality products” (0.033) demonstrate the role of brand consistency and product reliability in building consumer trust. Lastly, “Reputable - Brand has good reputation”, with a score of 0.026, shows that a strong market reputation still matters in influencing consumer decisions.

These insights serve as a strategic reference for shaping brand positioning and messaging, helping companies strengthen their brand value and deepen trust with Singaporean consumers in a competitive marketplace.

GMO Research & AI and Z.com Engagement Lab will continue to monitor branding message trends in Singapore and update its insights to reflect shifts in market dynamics and consumer expectations.

 * Contents in this report were drafted with input from generative.ai