Samsung is Asia’s top Brand for Second Straight Year

Korea's top brand rules Asian brands again.

(HONG KONG | PRNewswire) For the second year in a row, Samsung has claimed the number one spot in the Campaign Asia-Pacific 2013 Asia’s Top 1000 Brands report, the biggest and most influential survey of the brands that consumers most value in the region.

It marks the second consecutive year that Samsung has clinched the coveted top spot, signalling that the Korean brand has cemented its appeal among Asian consumers.

Other brands to appear in the top five are Apple, Sony, Nestle, and Panasonic, respectively.

 
 

In its tenth year running, the 2013 report is based on a survey conducted by Campaign Asia-Pacific and global information and insights provider Nielsen. It  targets consumers in 12 key regional markets across Asia-Pacific: Australia, mainland China, Hong Kong, India,Indonesia, Japan, Malaysia, Singapore, South Korea, Taiwan, Thailand and Vietnam.

The survey revealed that Samsung has gained ground across the region over the past 12 months. It claimed top spot in eight of the 12 markets: Singapore, mainland China, India, South Korea, Hong Kong, Malaysia, Thailand and Indonesia. Last year Samsung was the top brand in five markets (South Korea, Hong Kong, Malaysia, Thailand and Indonesia).

Apple is the top brand in two markets – Japan and Australia. Sony also takes the number one spot in two markets – Vietnam and Taiwan.

 
 

For the past 10 years that Campaign Asia-Pacific has run the survey, Samsung has successfully maneuvered to gain traction across the region. In 2004, Samsung ranked 17th in the survey. It has since steadily climbed through the rankings, and last year overtook Sony to claim the top spot for the first time.

The Asia’s Top 1000 Brands study is based on a survey conducted by Campaign Asia-Pacific and global information and insights provider Nielsen. The survey was conducted online in 12 markets: Australia, mainland China, Hong Kong, India, Indonesia, Japan,Malaysia, Singapore, South Korea, Taiwan, Thailand and Vietnam.

A total of 400 respondents were surveyed in each market, bar India and mainland China where 800 and 1,200 respondents were surveyed respectively. Quotas were based on age, gender and monthly household income to be representative of the population. Brands are ranked according to the responses to the two questions:

Question 1: “When you think of the following category, which is the best brand that comes to your mind? By best, we mean the one that you trust the most or the one that has the best reputation in this category.”

Question 2: “Apart from the best brand that you entered, which brand do you consider to be the second best brand in the category?”


 

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