The other brands in the top five are Apple, Sony, Nestlé and Panasonic, in that order. Samsung ranked first in eight of the 12 markets surveyed, including China, Hong Kong, India, Indonesia, Malaysia, Singapore, South Korea and Thailand.
Apple came top in two markets—Japan and Australia. Sony, which previously topped the regional rankings, was still the number one brand in Taiwan and Vietnam.
Consumer-electronics brands remain the most prominent, holding the top three positions in six markets. Nestlé also fared well however, coming second in Indonesia and Vietnam and third in Australia, China and India.
In the luxury sector, the rankings of Chanel, Gucci and Prada remained static. Dolce & Gabbana dropped 102 places, while Armani, Hermes and Louis Vuitton also fell. On the other hand, Versace, Ralph Lauren, Bulgari, Christian Dior and Burberry all moved up.
Domestic brands showed greater prominence. Nine of the top 10 climbers were homegrown brands, with lesser-known Japanese brands performing particularly well. These included Aeon, Mizuno, Bank of Tokyo-Mitsubishi UFJ, Saizeriya, Sapporo, Doutor, Kuroneko Yamato, Gusto and 17 Tea.
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 mainland 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 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.