Monitoring Brand Impact for DBS, Citi, UOB, and OCBC

According to a 2024 survey by Statista, trust was identified as the most important aspect of banking among consumers worldwide. In a time of economic uncertainty, where interest rates fluctuate and consumer sentiment shifts rapidly, banks and financial institutions must remain hyper-aware of their public perception. Monitoring brand impact through social listening has never been more crucial.

Understanding the Stakes in an Unstable Climate

The banking sector is no stranger to volatility, with global economic pressures, digital transformation, and regulatory changes continuously reshaping the industry. In Asia Pacific, four prominent banks—DBS, UOB, Citi, and OCBC—are at the center of conversations, with consumers, media, and investors shaping brand narratives through their reactions to industry shifts.

These discussions influence public trust, corporate reputation, and strategic decision-making, making real-time brand monitoring essential. By analyzing data extracted from Onclusive Social historical search from the period of 1 Jan 2025 to 16 March 2025 across Asia Pacific, we uncover how these institutions are being discussed online and what that means for their brand perception and crisis detection strategies.

The Social Pulse: How Four Banks Are Being Talked About

DBS Bank: The Frontrunner with Fluctuating Sentiment

Emerging as the clear frontrunner, DBS Bank dominates the share of voice at 42.97%. However, its peaks and dips in social discussions suggest that brand impact is tied closely to financial announcements, innovative product launches, and crisis response strategies. A key takeaway observed is that even a leading bank must manage fluctuations in sentiment by staying proactive in brand monitoring and communications.

Key Insights:

• DBS’s thought leadership and financial content effectively positioned them as trusted advisors.
  
• Their focus on digital financial literacy–educating consumers about investment risks, recession fears, and banking trends positioned them as trusted advisors among consumers.
  
• DBS is recognized for its digital banking innovations and sustainability efforts.
  
• Positive mentions increased following new digital feature launches, demonstrating the positive impact of innovation on brand perception.
  
• While praised for its digital solutions, especially vital during the pandemic, DBS also faces criticism for perceived service delays during peak times, emphasizing the importance of operational efficiency.
  

UOB Bank: Steady Growth with Competitive Momentum

UOB Bank has shown a steady rise in mentions, accounting for 21.27% of the total share of voice during the period analyzed. While it remains behind DBS in volume, UOB’s gradual increase in social conversation suggests a growing consumer interest. The challenge lies in sustaining this momentum while differentiating itself in a highly competitive market through strong brand monitoring and marketing impact strategies.

Key Insights:

• UOB's online mentions show a consistent pattern, with gradual fluctuations rather than dramatic spikes or dips, particularly regarding digital banking and customer service.
  
• Consumer sentiment is closely tied to economic indicators, with a spike in mentions correlating with recent interest rate changes.
  
• Positive mentions often highlight UOB's customer support during financial uncertainties.
  
• Concerns about fee structures and loan accessibility have also emerged, indicating a need for improved communication strategies.
  
• UOB has seen significant spikes in social mentions around specific events and promotions, such as concert presales and exclusive cardholder promotions
  

Citibank: A Global Brand with Regional Challenges

Citibank has seen varied sentiment with its share of voice at 17.13%, placing it at the end of the pack. In APAC, discussions often revolve around its strategic moves in consumer banking and corporate finance. However, compared to its competitors, Citi’s engagement levels appear lower, signaling potential gaps and challenges in maintaining a consistent presence online, impacting regional brand resonance and consumer perception.

Key Insights:

• Citi's social media presence is driven by lifestyle content and rewards programs, which attract positive engagement.
  
• Their promotions in dining and travel, such as exclusive discounts at popular restaurants and travel destinations, consistently provide a steady stream of positive mentions from consumers.
  
• In the current climate, Citi must detect crises quickly, as negative feedback—especially regarding transparency in fees and services—can escalate rapidly.
  
• Where Citi’s sentiment fluctuates, especially during major announcements, which emphasizes the importance of prompt and transparent communication.
  

OCBC Bank: A Late Surge in Public Interest

OCBC Bank has secured 18.62% of the total share of voice among the four brands analyzed– showcasing a growing presence in the digital landscape. The brand's mentions have exhibited a more positive trajectory, with a steady increase over time and a notable spike in March, surpassing some of its competitors. This could indicate that OCBC is making strides in strengthening its digital footprint, leveraging emerging technologies, and delivering compelling content and experiences that resonate with its customers.

Key Insights:

• OCBC experienced a surge in mentions due to mixed sentiment around financial performance and recession fears, but also positive reception for their exclusive discounts and promotions.
  
• OCBC garnered attention for its community engagement and CSR efforts, particularly in supporting local businesses.
  
• Positive mentions correlate with active community engagement campaigns, showing the value of aligning brand actions with consumer values.
  
• There were mixed feelings about OCBC's responsiveness during crises, indicating room for improvement.
  

Why Social Listening is More Critical Than Ever

For marketers and communication professionals in the banking sector, these insights underscore an essential truth: brand perception is dynamic and constantly evolving. In a volatile economic landscape, Onclusive Social provides real-time insights into consumer concerns, media narratives, and industry developments. 

Brand impact can change in a heartbeat; so staying ahead of the conversation is essential to maintaining consumer trust and a competitive position. This is true whether you're responding to a crisis, taking advantage of a trend, or shaping your brand narrative.

Real-time social listening and brand monitoring are no longer optional; they're essential for staying ahead. These tools empower banks to be proactive, not reactive, to protect their reputation, capitalize on positive momentum or mitigate risks, and ultimately seize opportunities. Don't risk falling behind – embrace real-time insights to thrive in today's competitive landscape.

Download our 2025 Banking report to learn more about how banking is impacted on a global level, where consumer demand is shifting to, and the challenges found in banking innovation!