The results of the ‘Asia’s Top 1,000 Brands for 2007’ survey shows that Nokia is the No. 1 brand in Asia, followed by Sony, Colgate, Coca-Cola and Panasonic. In India, Amul leads among the brands, followed by Life Insurance Corporation of India (LIC) and Nokia. The survey is conducted by leading media, advertising and marketing magazine ‘Media’, along with regional brand consultancy Asian Integrated Media (AIM) Ltd, and global market research company Synovate.
Peter Jeffery, Executive Director, AIM, and co-sponsor of the survey, said, “AIM is pleased that the survey has cemented its position as Asia’s leading brand health monitor. This is the fourth year of the ‘Asia's Top 1,000 Brands’ survey and it continues to highlight the local and global brands that are able to break through the clutter and stand apart from the crowd.”
For ‘Asia’s Top 1,000 Brands’ listing, nine markets of China, Hong Kong, Taiwan, the Philippines, Thailand, Malaysia, Singapore, India and Indonesia were included in the current fourth round of the survey.
Craig Harvey, Director of Media Research-Asia Pacific, Synovate, added, “Synovate was delighted to continue to work with AIM and ‘Media’ on such a large scale. The ‘Asia’s Top 1,000 Brands’ survey provides a solid and credible public opinion poll on the best brands in Asia. Showcasing the names that have reached this status provides advertisers, marketers and agencies with guidance on the brands that resonate with Asian consumers.”
Tim Waldron, Managing Director, Haymarket Media Asia, which is the publisher of ‘Media’, said, “Giving companies the information they need to assess regional marketing trends, the ‘Asia’s Top 1,000 Brands’ survey is a tribute to the teams who have found the right formula for the right time, propelling their product or service into the hearts and minds of Asian consumers.”
Synovate interviewed people in the age group of 15-64, with sample sizes per market of 500, apart from China and India, where the sample was 750 across three and four top-tier cities each. Two questions were asked to determine the best brands in each of the various categories covered in the survey. ‘When you think of a [product/service/category], which is the best brand that comes to your mind?’, with the ‘best’ being in terms of trust and reputation, and ‘Apart from the brand that you have just mentioned, which brand do you consider to be the second-best brand in the [product / service / category]?’ were the two questions asked.
Synovate covered 12 major product and service categories of alcohol and cigarettes; financial services; automotive; health; retail; food; beverages; cameras and electronic goods; personal and business equipment and services; telecommunication; travel and leisure; and baby products, household products, toiletries and cosmetics. In total, 84 sub-categories were covered in the survey this year. The results were weighted to the population composition of the markets covered within the survey areas, to provide a representative cross-section of society.