Sony, Samsung top APAC brand charts

29 June 2011

SINGAPORE: Sony, Samsung and Panasonic are the most popular brands with consumers in Asia Pacific, a study has revealed.

Trade title Campaign Asia Pacific and research firm TNS surveyed 3,300 people in the 15-64 year old demographic.

Respondents assessed their favourite brands in 72 categories, and were drawn from Australia, China, India, Japan, Hong Kong, Malaysia, Singapore, South Korea, Taiwan and Thailand.

Sony, the Japanese electronics manufacturer, headed the rankings overall, the fourth successive year it has held such a status.

One key advantage for the company is that many local customers, particularly in emerging Asia, were not impacted by high-profile hacker attacks on its PlayStation network.

Speaking at a shareholder conference, Howard Stringer, Sony's chief executive, reported perception ratings are now also strengthening worldwide after an especially challenging period.

"Our brand perception, you'll be happy to know, is clearly improving again," he said.

"My foremost responsibility to the board and all of you is to further advance the transformation process, firmly establish Sony's position as a global product, content and service leader in the networked digital era and ensure our continued development and growth."

Samsung, the South Korean electronics expert, and Panasonic, its Japanese counterpart, occupied the next two spots in the table.

The latter organisation recently signed a sponsorship deal with the Discovery Channel and UNESCO for a series to be shown in 170m homes across 15 Asian countries, including China, India, Indonesia and Japan.

Alex Nunoya, GM of the corporate brand strategy division within Panasonic's advertising group, said: "The quality of programming and the brand integrity offered by National Geographic Channel provides a perfect global platform to reach our target audience."

LG, another operator in the electronics segment, and Canon, which makes a diverse range of imaging products, completed the top five.

Apple, creator of the iPad and iPhone, claimed sixth place, ahead of the IT firm Hewlett-Packard in seventh.

Google was in eighth, and is pursuing a strategy based around being "locally relevant" throughout Asia, according to Daniel Alegre, its president, Japan and Asia-Pacific.

"We don't see ourselves as a Silicon Valley company, we see ourselves as a Japanese company in Japan, a Singaporean company in Singapore," he said.

"Here in Asia... we have very strong competitors. And we thrive on that competition, because it forces us to be better and it forces them to be better and in the end, the internet benefits."

Nestlé, the Swiss food manufacturer, and Nike, the US sportswear giant, closed out the top ten, the Campaign Asia Pacific/TNS research said.

Data sourced from Campaign Asia Pacific, BBC, Associated Press; additional content by Warc staff