Samsung named APAC's top brand

CRM Innovation Editors
16 Jul 2013
00:00

Samsung has claimed the number one spot in the Campaign Asia-Pacific 2013 Asia’s Top 1,000 Brands report.

It marks the second consecutive year that Samsung has clinched the top spot. The top five was rounded out by Apple, Sony, Nestlé and Panasonic respectively.

The 2013 report is based on a survey conducted by Campaign Asia-Pacific and global information and insights provider Nielsen. It targets consumers in 12 key Asia-Pacific markets: Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, Singapore, South Korea, Taiwan, Thailand and Vietnam.

The survey revealed that Samsung has gained ground across the region over the past 12 months. It claimed top spot in eight of the 12 markets: Singapore, China, India, South Korea, Hong Kong, Malaysia, Thailand and Indonesia. Last year Samsung was the top brand in five markets (South Korea, Hong Kong, Malaysia, Thailand and Indonesia).

Apple is the top brand in two markets – Japan and Australia. Sony also takes the number one spot in two markets – Vietnam and Taiwan.

The survey covered 14 major products and services categories across a total of 73 sub-categories.

Responses were asked to name the best brand that comes to their mind in a category. The results are then weighted to reflect the age, gender and monthly household income representative of the general population.

Aside from identifying the top brands, the study also features experts’ analysis, which helped identify key trends that are affecting brands in the region, and in individual markets.

Consumer electronic brands continue to dominate across the region, taking the top three spots in six markets.

Luxury brands, which have held sway over Asian consumers in recent years, did not enjoy the same level of positive movement as last year’s survey. The rankings of Chanel, Gucci and Prada remained unchanged.

Meanwhile, Dolce & Gabbana dropped 102 places, Armani moved down nine places, Hermes seven places, and Louis Vuitton six places.

Domestic brands are gaining prominence across the region, although there is still a long way to climb to rival their global counterparts.

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