Ever wondered what “the most culturally vibrant brands” across Asia are?

Neither have we. But branding consultancy Added Value in the US has – and has ranked them across 15 sectors in China, Hong Kong and Singapore. Surprisingly, the table makes intriguing reading…

“Culturally vibrant brands” are those perceived to have” the most visionary, inspiring, bold and exciting (VIBE) attributes,” according to Added Value.

And they achieve high levels of ‘cultural traction’ – assessed by measuring the change in a brand’s VIBE score – “these brands are ensuring they stay more relevant to consumers, thereby increasing their opportunities to achieve sustained growth”.

Taobao, China’s largest e-commerce portal, landed at number 3 with the highest VIBE score among all local brands while Apple, predictably, topped the table. Google ranked first on the list of Hong Kong’s most culturally vibrant brands and food and beverage brand Vitasoy, the local champ, took number 16 spot, ahead of both Pepsi and Lipton. Canon was named second runner-up on the Singapore list, coming in behind Google and Apple.

Top Ten in mainland China, Hong Kong and Singapore

Mainland China            Hong Kong            Singapore
1 Apple                         Google                   Google
2 Microsoft                    Apple                     Apple
3 Taobao                      Facebook               Canon
4 Chanel                       BMW                     Samsung
5 BMW                         Samsung               BMW
6 Audi                         Coca-Cola              Audi
7 Mercedes                  Nike                      Nike
8 Adidas                     Microsoft                Facebook
9 Samsung                 IKEA                      Adidas
10 Starbucks              Mercedes               Microsoft

Key highlights of Cultural Traction 2013:

Mainland China:

Samsung: Ready to take a bite
Apple reigns supreme in mainland China study but watch this space because the Korean super brand is eager to take over. By continuously launching innovative products to lift up usage experience, Samsung successfully taps into consumers’ emerging needs for greater self-expression – we expect to see the gap between these two narrow significantly over the next 12 months, says Added Value.

Chanel versus Louis Vuitton: A French affair
Louis Vuitton lags way behind Chanel. The omnipresence of Louis Vuitton (real or counterfeit) doesn’t inspire or excite as strongly as Chanel with its strategy of exclusivity – 12 stores in China compared to Louis Vuitton’s 43. The enduring power of the little black dress and the classic flap bag continue to drive success amongst a newly-affluent upper class looking to differentiate themselves from the masses.

Adidas versus Nike: Who’s going to score more?
Adidas outsprints Nike in the study – Adidas is branching out into the realm of fashion and lifestyle with the help of its Neo label, local celebrity brand ambassadors and collaborations with fashion designers. It is surely these efforts which drive Adidas up to second place, if measured purely by the Bold component of its VIBE score.

Hong Kong

The battle of the beer: Local darling or international favorite?
Blue Girl and Heineken achieved nearly the same VIBE score in two very different ways – Blue Girl tripled the media spend of Heineken in Hong Kong. Blue Girl built up grassroots excitement with its ubiquitous jingle and playful advertising, while Heineken inspired Hong Kong consumers with their premium global brand image as exemplified by a superb partner – the one and only Bond, James Bond.

Banking the VIBE for Standard Chartered Bank
Hong Kong marathon sponsor Standard Chartered Bank is seen as more “inspiring” than its competitor Citibank. Now in the third year of its “Here for good” campaign, Standard Chartered Bank continues to set up a number of local CSR initiatives to build positive momentum and connect with consumers, which is a great indicator for future growth. Maybe it’s time for Citibank to step up and let others know the good works they have done for the community.

Vitasoy: Hong Kong iconic brand continues to move forward
With a 70 year history in Hong Kong, Vitasoy is one of Hong Kong’s most loved brands in the 2012 Cultural Traction study. Vitasoy has successfully found the right balance between heritage and reinvention through advertising – clever episodic TVCs like “Vita Water is drops of 7 million people” and tie-ups with Hong Kong rappers – and product innovation that reflects changing tastes and nutrition needs.

Singapore

Google – Leading the way through immense excitement
Considered by Singaporeans to be the most exciting brand by a mile, Google has outpaced Apple and everyone else in our overall ranking list Its offerings have truly struck a chord with consumers here. It is probably also helped by the success of Samsung (which placed fourth) and its support for Android.

Canon – Inspiring snappy fingers
Canon lands in the Number 3 spot despite the serious threat of digital cameras in mobile phones. With its recent communications and marketing efforts, it has managed to continue to inspire photographers young and old.

BMW – Gaining traction in luxury
BMW continues to shine in an increasingly important luxury market. But Audi is breathing down its neck and Volkswagen is not very far behind too. With a highly restrictive automotive market, the battle for the luxury car market will surely get hotter, a lot hotter.

“Today, more than ever, it is critical that brands stay apace of culture. Why? Because as much as consumers can tell you about how the world is changing, the world can often tell you a lot more about the consumers of tomorrow,” says Maggie Taylor, CEO of Added Value (North America).

“It’s one thing to be a culturally vibrant brand in one part of the world; it’s another to maintain that vibrancy at high amplitude across the whole world.”