Welcome to Asia’s Top 1000 Brands, the most comprehensive ranking of consumer brands in the region and our most eagerly-anticipated survey each year. There’s plenty here for marketers and consumers alike who want to know who else shares a similar affinity with ‘their’ brands in markets across Asia—and who does not.
Samsung’s long-standing dominance as Asia’s top brand in recent years undergoes special scrutiny this year, after its reputation was rocked by exploding products and a political scandal in Korea that snared its top leadership.
In this special section, we highlight the standout stories from this year’s survey, the biggest winners and losers, the shifts in Asia’s largest consumer markets and we’ll shine the spotlight on new challengers that are rivalling established brands.
We’ve included new categories this year as products and services evolve. We now know what brands Asians value when it comes to sports leagues, online payments, wearable technologies and smart home networks.
The brand battlefield, of course, is constantly changing as digital media provides new ways for brands and consumers to interact with one another, for good or for ill. Brands have never had so much consumer information before, nor have consumers ever had so much brand information available. As a consequence, consumers are demanding more yet are increasingly less likely to stick with one brand.
We’re paying special attention to the question of brand loyalty this year. We asked consumers across Asia to tell us what factors keep them coming back to their favourite brands. Consumer priorities often differ by market and we’ll break down those results.
As some brands take great pains to refine how customers interact with them, we’re also taking a closer look at how user experience is becoming an important factor.
Without further ado, we invite you to:
Explore the Top 1000 rankings
- Click Top 1000 Brands to explore this year's ranking in detail
- Enter the Brand Analytics section to look at the performance of one or more brands since 2004, delve into a brand's performance in a particular country and examine adspend data (available for the top 100 brands only).
Relive key Brand Battles
- Take an interactive look at how key rivals have battled it out over the last decade-plus. Apple versus Samsung, Nike versus Adidas, Coca-Cola versus Pepsi, and many more.
Read Campaign's in-depth analyses:
- Bulletproof brand? Samsung remains on top
- Standout storylines from the Top 1000 Brands research
- Loyalty is the ultimate goal in battle for consumers hearts
- Ride-sharing apps proving uber-popular as new entrants
- Hot and Cold: Why brands moved this year
- The work: Advertising hits and misses by Top 1000 brands
- Outstanding design by outstanding brands
- Why experience is the key ingredient for strong brands
- Goodbye mass marketing: The changing FMCG landscape
Dive into the Country Rankings
- Breaking down the Top 1000 Brands research, we present Country Rankings of the Top 100 brands in 13 individual markets. You can see the Top 100 brands in India, Japan, Indonesia and China right now. The rankings for the remaining countries—Australia, Hong Kong, Korea, Malaysia, Philippines, Taiwan, Thailand and Vietnam—will be revealed over the coming weeks.
- Accompanying the Country Rankings, you'll find a selection of articles analysing the trends driving each market.
Attend Top 1000 Events
- Come to the Asia's Top 1000 Brands events in Shanghai, Singapore and Tokyo to hear directly from senior marketers on how they keep their leading brands on top.
Asia’s Top 1000 Brands aggregates data from an online survey developed by Campaign Asia-Pacific and global information and insights provider Nielsen. The survey was conducted from March 6-17, 2017. The study explores consumer attitudes in 13 markets: Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, the Philippines, Singapore, South Korea, Taiwan, Thailand and Vietnam.
Research relies on a total of 400 respondents in each market, except India and China where participants number 800 and 1,200 respectively. In order to be representative of market populations, survey quotas target age, gender and monthly household income.
The study encompassed 17 major categories (alcohol, financial services, automotive, retail, restaurants, food, beverage, consumer electronics, computer hardware, computer software, digital experience, courier services, ecommerce, media and telecommunications, sports, transportation/travel and leisure, and household and personal care) and 79 sub-categories. Participants gave responses to the following 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?”
(This article first appeared on CampaignAsia.com)