Beats out Sony and Apple at No 2 and 3 respectively
6 out of the 10 top brands are technology companies
SAMSUNG Electronics has been named the best and most trusted brand in Asia for the third consecutive year, according to results from ‘Asia’s Top 1000 Brands’ annual online survey conducted by Campaign Asia in collaboration with Nielsen.
Sony regained second position after conceding to Apple in last year’s survey. Samsung came top in 10 of the 13 markets surveyed (Australia, China, Hong Kong, India, Indonesia, Korea, Malaysia, Singapore, Thailand and the Philippines), Campaign Asia said.
The top 10 brands continued to give little ground. Six are technology brands (five highly active in the smartphone category), it added. Campaign Asia also said it would be releasing country-specific results over the next few weeks to its subscribers.
The ranking – which aggregates views across 14 major product categories including automotive, retail, F&B (food and beverage) and consumer electronics – is based on consumer insights, and offers a clear measure of the most highly regarded brands today, Samsung Electronics said in a statement.
“As Samsung continues to grow, we remain committed to driving product innovation and directly engaging consumers on a deeper level,” said Irene Ng, vice president of marketing at Samsung Electronics South-East Asia.
Samsung said that over the past several years, the brand has focused on five anchor pillars: Continuous product innovation; deep consumer understanding; engaging consumers through their passions; direct consumer interaction across multiple touchpoints; and community engagement through corporate citizenship.
“If you look back through the past 11 years of Campaign Asia-Pacific’s Top Brands study, you can track Samsung's journey to the top of the list,” said Campaign Asia-Pacific managing editor Jason Wincuinas,
“The company has clearly made strong inroads with Asia's consumers and with the growing importance of the region as a primary world market, maintaining a strong top-of-mind position here holds considerable importance from a business perspective,” he added.
Asia’s Top 1000 Brands aggregates data from an online survey developed by Campaign Asia-Pacific and global information and insights provider Nielsen. The study explores consumer attitudes in 13 markets: Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, the Philippines, Singapore, South Korea, Taiwan, Thailand and Vietnam.
Research relies on a total of 400 respondents in each market, except India and China where participants number 800 and 1,200 respectively. To be representative of market populations, survey quotas target age, gender and monthly household income.
The study encompassed 14 major categories (alcohol, financial services, automotive, retail, restaurants, food, beverage, consumer electronics, computer hardware, computer software, courier services, media and telecommunications, travel and leisure, and household and personal care) and 73 sub-categories.
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