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Samsung Heads Asia's Top 1000 Brands for Second Year

Haymarket Media Asia
2013-07-08 11:51 1512

Campaign Asia-Pacific Launches 2013 Asia's Top 1000 Brands Report

SHANGHAI, July 8, 2013  /PRNewswire/ --Among China consumers, Samsung is the number one brand in the country, according to the Campaign Asia-Pacific 2013 Asia's Top 1000 Brands report, the biggest and most influential survey of brands consumers most value in the region.

Celebrating 10 years of the region's definitive brand study
Celebrating 10 years of the region's definitive brand study

Samsung has gained huge prominence in China over the past year, moving up four places to be named the number one brand in the market.

Last year, Apple claimed the top spot in the China country survey, but it slipped to second place in 2013. Nestle, Chanel, Sony, Uni-president, Nike, Canon, Tong Ren Tang and Panasonic complete the top ten.

In its 10th year running, the report is based on a survey conducted by Campaign Asia-Pacific and the global information and insights provider Nielsen targeting 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 covered 14 major product 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.

Over the past year, homegrown brands have gained traction in China. Five out of the top 20 brands in the China country survey are domestic brands, compared to three in 2012.

Bank of China (rank 17) and China Mobile (rank 20) were the new domestic brands to enter the top 20, joining Tong Ren Tang (rank 9), Haier (rank 13) and MasterKong (rank 14).

But despite the growing prominence of domestic brands on home soil, overall no Chinese brands were included in the Top 100 of the Asia-Pacific Brands list. It signals that Chinese brands still have a long way to go if they want to gain recognition beyond their home market.

Methodology

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 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?"

Nielsen covered 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.

Notes to editor:

About Campaign Asia-Pacific

Campaign Asia-Pacific is a brand dedicated to the business of communications in Asia-Pacific. Published by Haymarket Media Group, the UK's largest independently owned publishing group, it is part of a global marcoms portfolio that includes market-leading titles Campaign, Marketing and PRWeek. Campaign Asia-Pacific aims to deliver essential insights and intelligence for advertising, marketing, media and PR professionals. Across many platforms, the brand delivers deep and broad analysis of industry trends and developments. As well as a subscription-based monthly magazine, it publishes up-to-the-minute news, research and data, as well as opinions and blogs on campaignasia.com and delivers daily e-newsletters for Asia-Pacific and China (in Chinese language). Campaign organises a number of conferences, awards and training programmes, as well as festivals, such as Spikes Asia, which are part of a joint-venture with Cannes Lions.

www.campaignasia.com/top1000

About Haymarket

The Haymarket Media Group established in 1957 is the largest privately-owned magazine publisher in the UK, and one of the fastest growing media companies globally. The principal business is centred around its consumer, business, professional and customer publications. These are complemented by digital platforms and live events, including extensive exhibitions, conferences and awards. The Group's global expansion comes from wholly owned subsidiaries, joint ventures and extensive licensing of key magazines to other publishers. In Asia from their offices in Hong Kong, Mumbai and Singapore, Haymarket Media Ltd publish market-leading titles Campaign Asia-Pacific, Finance Asia, Asian Investor, CEI Asia Pacific and Campaign India. In addition Haymarket organise a number of the region's leading industry awards and conferences relating to the communications and finance sectors. For more information about the Haymarket Media Group see www.haymarket.com.

About Nielsen

Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television, and other media measurement, online intelligence, mobile measurement, trade shows, and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA, and Diemen, the Netherlands. For more information, visit www.nielsen.com.

PR Newswire is the Global News Distribution Sponsor of Asia's Top 1000 Brands Report.

Contact person: David Blecken
Phone: +852 3175 1941
Email: david.blecken@haymarket.asia

Source: Haymarket Media Asia
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