Warc Blog

Global brands strong in Asia

14 June 2013
SYDNEY: Global brands such as Coca-Cola, Apple, Samsung and Google are among the strongest in Asia, although local brands dominate in certain markets, according to a survey from a Tokyo-based consultancy.

Nikkei BP Consulting's Brand Asia 2013 measured the images of 60 global brands common to 12 regions across Asia and selected brands local to each market. It looked at various factors including their friendliness, usefulness and perceived quality, while allowing for regional differences, to evaluate their overall strength.

Coca-Cola, Apple, Samsung, and Google got high marks for brand strength across many Asian markets, reported Inside Retail Asia.

All four scored highly on Nikkei BP's "innovative" rating, and the report noted that the "vigorous approach" of these brands meant people did not get bored with them.

In addition, they had adopted "sensitive responses to changes in the Asian consumer mind" which had helped them achieve a positive evaluation.

Local brands dominated in Myanmar, with satellite broadcaster Skynet topping the list, followed by City Mart, the supermarket, and KBZ, a bank. Myanmar was also notable for being the only country in the region where no internet brand featured in the top ten, a reflection of the political and economic situation there.

A local financial brand, Maybank, claimed the number one spot in Malaysia, a list which was otherwise dominated by foreign brands, with automakers Honda, Toyota and Mercedes-Benz taking the next three places.

A similar situation prevailed in Vietnam where local FMCG brand Vinamilk topped the rankings, with several foreign IT/home electronics brands in the top ten.

Nikkei also remarked on the relatively weak showing of Japanese brands in the region. Only Sony and Honda could claim to have a strong brand presence.

"Despite their active entry into other Asian countries in recent years, Japanese companies need to review their marketing strategies," Nikkei suggested.

Data sourced from Inside Retail Asia, Nikkei BP Consulting; additional content by Warc staff

 
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