Daily Research News no. 3275 - Asia's Biggest Brands

News Article no. 3275

Published July 20 2004

Asia's Biggest Brands

Synovate has released results from the first annual Top 1,000 Brands of Asia survey, conducted for Asian Integrated Media, the organisers of the Superbrands awards and publications.

Japanese brands dominate the top ten with Sony on top (as it is in Europe), although Nokia is second and Kodak third. The next ten bring in more of an international / US flavour with BMW and Mercedes, Marlborough, Shell, Yahoo! and McDonalds.

The survey covered nine major product and service categories: alcohol, financial services, automotive, consumer electronics, luxury goods, services, personal quality goods, other personal products and consumer goods. It did not cover certain sectors whose brands may well have featured - for example parts of the travel industry.

Eight countries were covered in this first round of the survey - China, Hong Kong, Taiwan, Thailand, Malaysia, Singapore, Indonesia and the Philippines. Around 500 people aged 15-64 were interviewed in each, except for China where c.750 were interviewed across three cities. A further 500 'booster interviews' per market were conducted amongst 25-64 year old adults with household or personal incomes of double the average for their city of residence (except in Indonesia and the Philippines). The results were weighted to the population in each market, providing a representative cross-section of society.

Steve Garton, Media Director of Synovate, said the company was 'delighted to have worked with Asian Integrated Media on such a large-scale and revealing study. Together, we have provided a solid and credible public opinion poll on Asia's best brands - something that is certainly a first on this magnitude.

Peter Jeffery, Executive Director of Asian Integrated Media, says the companies plan to repeat the survey annually, 'effectively making it a brand health monitor for both local brands and global brands in Asia'.

The brands with the highest number of votes (expressed as a percentage) are listed in descending order, with the most popular brand ranked 1 and so on. The 'best' brand was defined in questioning as 'the brand that you trust the most or the one that has the best reputation in [this category].'

Rank Brand Category Rank Brand Category

1 Sony Consumer electronics 51 Acer Computer/Consumer electronics
2 Nokia Mobile phone 52 Suzuki Automotive/Motorcycles
3 Kodak Camera/Film/Office equipment 53 Shangri-La Hotel/Hotel chain
4 Panasonic Computer/Consumer electronics 54 Nikon Camera/Consumer electronics
5 Coca-Cola Soft drinks 55 Pedigree Pet food
6 Canon Camera/Office equipment 56 Konica Camera/Office equipment
7 Toyota Automotive/Motorcycle 57 Chanel Luxury designer goods
8 Honda Automotive/Motorcycle 58 Bridgestone Tyres
9 Fuji Camera/Consumer electronics 59 Max Factor Cosmetics/Beauty products
10 Nike Sports apparel/Accessories/Footwear 60 MasterCard Credit/Charge cards
11 Rolex Luxury watch/Accessories 61 Carlsberg Beer
12 McDonald's Fastfood/Coffee chain 62 Gucci Luxury designer goods
13 Mercedes Benz Automotive 63 San Miguel Beer
14 BMW Automotive/Motorcycle 64 SingTel Telecom
15 Shell Petrol/Oil company 65 Ford Automotive/Motorcycles
16 Adidas Sports apparel/Accessories/Footwear 66 Dell Computer/Consumer electronics
17 Samsung Automotive/Consumer electronics 67 Sony Ericsson Mobile phone
18 Marlboro Cigarette 68 Aiwa Camera/Consumer electronics
19 7-Eleven Convenience store/Supermarket 69 Olympus Camera/Office equipment
20 Yahoo Internet search engine 70 American Express Bank/Credit/Charge card/Investment service
21 American Int'l Assurance Insurance/Investment service 71 Christian Dior Luxury designer goods
22 DHL Courier 72 Nissan Automotive/Motorcycles
23 Hewlett-Packard Computer/Office equipment 73 California Fitness Fitness centre/Spa
24 Mitsubishi Automotive 74 Tsingtao Beer
25 Kentucky Fried Chicken Fastfood 75 Google Internet search engine
26 Michelin Tyres 76 Caltex Petrol/Oil company
27 Citibank Bank/Insurance/Investment service 77 Exxon Mobil Petrol/Oil company
28 Pepsi Soft drinks 78 Calvin Klein Luxury designer goods
29 Ferrari Automotive 79 Compaq Computer/Office equipment
30 Starbucks Coffee chain 80 Grand Hyatt Hotel/Hotel chain
31 Seiko Watch/Accessories 81 Proton Automotive
32 Yamaha Automotive/Motorcycle 82 Omega Watch/Accessories
33 HSBC Bank/Insurance/Investment service 83 Singha Beer
34 Visa Credit/Charge cards 84 Shiseido Cosmetics/Beauty products
35 Heineken Beer 85 Porsche Automotive
36 Epson Computer/Consumer electronics 86 Tiger Beer
37 Toshiba Computer/Consumer electronics 87 Lenovo Computer/Consumer electronics
38 Motorola Mobile phone/Consumer electronics 88 LG Consumer electronics
39 IBM Home/Office equipment 89 CHT Internet search engine
40 FedEx Courier 90 Lacoste Sportswear/Accessories
41 Philips Mobile phone/Consumer electronics 91 Petronas Petrol/Oil company
42 Pioneer Consumer electronics 92 Telekom Malaysia Telecom
43 Sharp Computer/Consumer electronics/Mobile phone 93 Avon Cosmetics/Beauty products
44 Johnnie Walker Spirits 94 Hennessy Spirits
45 Carrefour Convenience store/Supermarket 95 Jeep Automotive
46 CPC Petrol/Oil company 96 Dunhill/Alfred Dunhill Luxury designer goods
47 Louis Vuitton Luxury designer goods 97 Polo/Ralph Lauren Luxury designer goods
48 JVC Computer/Consumer electronics 98 Casio Watch/Accessories
49 Nestlé Condiments/Dairy/Soft drinks 99 Harley Davidson Motorcycles
50 Goodyear Tyres 100 Volkswagen Automotive

Synovate's web site is at www.synovate.com

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