Apple among top Asian brands

23 April 2012

TOKYO: Apple, Nokia and Sony are among the most popular brands with consumers across Asia, research from Nikkei BP Consulting has revealed.

The firm surveyed 12,800 people in eight regional markets, and respondents gave their views about 60 major brands plus, in all countries except China, some 40 local alternatives.

Apple, the electronics pioneer, led in China, on 69.1 points, with Microsoft, the IT group, on 66.2 points and Mercedes-Benz, the automaker, on 63.6 points. BMW, another car manufacturer, was next on 60.4 points, ahead of Nokia, the telco, on 59.2 points.

Such totals were based on the ratings registered by each brand featured in the analysis for being "friendly" "convenient", "innovative", and "outstanding".

Nokia assumed the lead role in India on 92.6 points. Food, beverage and household brands completed the top five with Britannia on 89.6 points, Colgate on 86 points, Coca-Cola on 84.9 points and Cadbury on 84.4 points.

In Japan, Apple again headed the charts on 72.3 points, with Google, the search engine, on 66.9 points, Sony, the electronics firm, on 66.5 points and Amazon, the ecommerce site, on 65.9 points.

Naver, the IT and electronics group, was number one in South Korea on 89 points, bettering Apple's 80.4 points, Samsung's 78.8 points and Nike's 74.5 points.

The best-scoring players in Taiwan were Apple on 64.5 points and Sony on 62.7 points. Nokia held first place in Vietnam on 87.2 points, with Honda, the automaker, posting 82.8 points.

Elsewhere, Sony was the leader in Thailand on 61.1 points, trailed by Nokia on 59.5 points. In Indonesia, Nokia received 78.2 points and Honda got 74.7 points.

More broadly, South Korea saw the most preference given to local brands, seven of which made its top ten. This stood at five for Japan, four in Vietnam and Indonesia, three in Taiwan and just two in India.

Overall, Nikkei BP Consulting argued that indigenous technology brands were progressing well in East Asia, but the evidence remained mixed throughout much of the region.

"It is more difficult to define a fixed brand landscape in India and Southeast Asia, where populations are young and lifestyles and economic conditions continue to change on a daily basis," it said.

Data sourced from Nikkei BP Consulting; additional content by Warc staff