The Campaign Asia-Pacific 2016 Asia’s Top 1000 Brands report revealed that for the sixth year, Samsung maintained its status as the most desirable brand in the region in terms of consumer perception, Yonhap News Agency reported Friday.
Ranked fourth in 2015, Apple replaced Sony in the second place in this year’s survey of the biggest brands in Asia. The Japanese firm was down to third spot while Swiss food giant Nestle dropped one notch from third to fourth.
Top global companies Panasonic, Nike, LG, Canon, Chanel and Adidas retained their positions from fifth to tenth respectively.
The Hong Kong-based Campaign Asia-Pacific teamed up with Nielsen, a global information and insights provider, to conduct the online survey in 13 countries across Asia.
“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,” Campaign Asia-Pacific said on its website.
“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.”
Respondents are asked questions about which is the best brand under 14 major categories and 73 sub-categories.
Welcome to Asia's #Top1000Brands 2016 Rankings! pic.twitter.com/r4gM4Q0jPO
— Campaign Asia (@CampaignAsia) June 6, 2016
Campaign Asia-Pacific listed the major categories as “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.”
Garry Scattergood, the company’s content head, said the annual survey details which brands are a hit among Asian consumers.
“Consumer demands and expectations are changing at a rapid pace, while advancements in technology and the shifting sands of the media landscape mean there have never been more ways for brands to communicate with their audiences,” he said.
