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Samsung is 'best' Asian brand

News, 03 June 2015

SINGAPORE: Consumer electronics brands dominate the upper reaches of a list of Asia's Top 1000 Brands, with Samsung and Sony taking the first two spots.

The study by Campaign Asia-Pacific and information business Nielsen, explored consumer attitudes in 14 categories across 13 markets in the region, relying on 400 responses in each with the exceptions of India and China where participants numbered 800 and 1,200 respectively. For each category, respondents were asked which brand was 'best' and second 'best', in terms of being trusted and having the best reputation.

After Samsung and Sony, Apple (4th), Panasonic (5th), LG (7th) and Canon (8th) were the other consumer electronics brands to feature in the top ten.

Food giant Nestlé was the highest placed non-electronics brand, in third. The retail category supplied the remainder of the top ten, with sportwear brands Nike (6th) and adidas (10th) joined by upmarket fashion brand Chanel (9th).

Samsung was the top brand in most of the markets surveyed, falling to second place in Vietnam and fourth in Taiwan, while in Japan it was well outside the top 100. Now best known for its smartphones, it also achieved a top-five ranking in at least 14 consumer electronic sub-categories and led in mobile phones, refrigerators and TVs.

There was some surprise that Apple had slipped one place: "it has arguably a much more clearly defined image and set of values than either of its closest competitors," noted Campaign Asia-Pacific, but it added that the iPhone 6 had drawn mixed receptions and that Samsung had sold more smartphones.

Further down the list, Campaign Asia-Pacific drew attention to several new entrants and fast-rising brands: Chinese smartphone brands Xiaomi and Huawei came in at 804th and 904th respectively, while messaging app WeChat entered at 405th.

Japanese messaging app Line rose 81 places to 213th, helped by featuring on the Apple Watch. Another Japanese brand, fashion retailer Uniqlo, jumped 63 places to 175th, with a strong presence in major Asian markets.

Chinese tech giant Lenovo gained 25 places to 53rd and "remains one to watch" as sales of its Motorola acquisition increase and it targets a 10% share of the global tablet market.

Data sourced from Campaign Asia-Pacific; additional content by Warc staff