Media, advertising and marketing publication Media magazine along with market research company Synovate has released the results of the annual Asia’s Top 1,000 Brands 2006 survey. Nokia has been ranked as Asia’s most trusted brand followed by Sony and Nestle.
To determine the best brands, two questions were asked: “When you think of (product / service / 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 (product / service / category).” Secondly, “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)?”
Nine markets were included in the third round of the survey – China, Hong Kong, Taiwan, the Philippines, Thailand, Malaysia, Singapore, India and Indonesia. Synovate interviewed people aged 15-64 years, with a sample size of 500 per market, except in China and India, where the sample was 750 across three and four top-tier cities, respectively.
Synovate covered 15 major product and service categories – alcohol, financial services, automotive, cameras and electronic goods, clothing / fashion, toiletries / cosmetics, health, personal / business equipment and services, telecommunications, property, travel, food and beverages, sports / hobbies / toys, baby products, and household products.
“This is the third year of the Asia’s Top 1,000 Brands survey and it now acts as a brand health monitor for both local and global brands in Asia,” said Tim Waldron, Managing Director of Haymarket Media Ltd and Publisher of Media.
“Companies can assess trends and work to become one of the success stories – those brands that transcend numbers and words on paper and become a feeling in the minds of consumers across Asia,” he added.
Steve Garton, Global Head of Media for Synovate, said, “Synovate is delighted to have worked with Media on such a large-scale and revealing study. Together, we have provided a solid and credible public opinion poll on Asia’s best brands.”
But why even look for ‘best’ brands? “Basically, it’s to learn. To find out what makes an ordinary, every day brand escalate to this kind of status. What do marketers have to do to take their brands there? The first step in the process is to find out who’s there already,” replied Garton.