Samsung Asia’s most valued brand

Samsung has claimed the number one spot in the Campaign Asia-Pacific 2013 Asia’s Top 1000 Brands report.

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

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

In its 10th 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, 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, 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.

During the 10 years that Campaign Asia-Pacific has run the survey, Samsung has successfully manoeuvred 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 survey covered 14 major products and services categories across a total of 73 sub-categories.

The ranking of the brands were ascertained based on responses to questions that asked the respondent to name the best brand that comes to their mind in a category. The results are then weighted to reflect the age, gender and monthly household income representative of the general population.

Aside from identifying the top brands, the study also features experts’ analysis, which helped identify key trends that are affecting brands in the region, and in individual markets.

Consumer electronic brands continue to dominate across the region, taking the top three spots in six markets. Notable exceptions were seen in Australia, which included Nestlé in third place; China, which placed Nestlé third; India had Nestlé third; Taiwan placed Chanel second; Indonesia had Nestlé second; and Vietnam placed Nestlé second.

Luxury brands, which have held sway over Asian consumers in recent years, did not enjoy the same level of positive movement as last year’s survey. The rankings of Chanel, Gucci and Prada remained unchanged.

Meanwhile, Dolce & Gabbana dropped 102 places, Armani nine, Hermes seven, and Louis Vuitton six.

Notable upward movers include Versace (up 30 spots), Ralph Lauren (15), Bvlgari (nine), Christian Dior (five) and Burberry (one).

Domestic brands are gaining prominence across the region, although there is still a long way to climb to reach the heights of their global counterparts.

Nine of the top 10 climbers this year were homegrown brands: 17 Tea (up 224 spots), Aeon (up 179), Mizuno (up 167), The Bank of Tokyo-Mitsubishi UFJ (up 164), Saizeriya (up 163), Sapporo (up 157), Gusto (up 150), Doutor (up 136) and Kuroneko Yamato (up 129).

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