Samsung as top brand in Asia

Posted on June 3, 2015


Taking over the No.1 place in Asia’s Top 1000 Brands from Sony in 2012, Samsung has maintained the top spot in the latest ranking, according to a report from Campaign Asia-Pacific in collaboration with global information and insights company, Nielsen.

The 2015 list showed that the Korean brand leads in the top 10 list which contain international brands like Sony, Nestle, Apple, Panasonic, Nike, LG, Canon, Chanel and Adidas.

Samsung was also the top brand in Thailand in 2013 and 2014. Thailand’s 2015 rankings will be unveiled in August.

Asia’s Top 1000 Brands for 2015 also shows a rise in stature for many local Asia brands. Vietnam Air surged 87 places; Jollibee jumped almost 60 places; Softbank called in a 74 spot climb; and China’s Mengniu Dairy made a respectable leap of more than 100 places up in the ranking.

Beyond the headline of Samsung’s hold on the top spot, there is an overall trend in this year’s ranking of luxury names falling almost across the board. In Asia this may be one of the biggest signifiers of an emerging markets becoming more mature – it could also signal the end of a luxury boom that seemed to have no end in sight.

“This looks like the start of Asia’s brands growing from local heroes into regional giants and eventually onto multinational status,” said Jason Wincuinas, managing editor at Campaign Asia-Pacific.

A worrying sign for one of the world’s most well know and richest brands is a slightly slumping reputation in Asia. Apple fell this year, so while the company might be racking up a cash horde, Asia’s consumers are starting to show some fatigue. “This could also be interpreted as following the general trend of slumping luxury reputations,” Wincuinas added.

The one name that has really bucked the trend of lowering luxury attractiveness is Chanel, which held its number nine place in the ranking again this year – and if the lines outside its stores in Hong Kong are any indication – that reputation looks like it could be solid for another year.

“These are the brands the people all across Asia have told us are the best in their minds. And home-grown Asian ones are there alongside big global names like Coke or Nike. So the region’s overall recognition of brands that were once unique to just one market is definitely increasing. Lenovo is one that ran up the charts by more than 20 spaces this year to land just short of the top 50; and its been making a charge forward for several years now. This was a company that was once little more than a contract manufacturer in China. Now it’s quickly becoming one of the most recognized brands in the world. That’s a fantastic story to find in the ranking and there is certainly more like that. WeChat is a name that didn’t even register outside China a couple years ago, now it’s making its way up the ranking too. Xiaomi is another. This measure of brand strength in Asia is more than a matter of marketing; it’s a cultural shift that’s bringing more of Asia to the world’s main stage.”

In its 12th year running, Asia’s Top 1000 Brands aggregates data from an online survey. The report incorporates consumers in 13 key regional markets across Asia-Pacific: Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, Philippines, Singapore, South Korea, Taiwan, Thailand and Vietnam. It encompasses 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.

Among the brands that rise the most in the year is Milo, jumping 143 places to reach 72.

Among the losers, Singapore Airlines slumped 20 places to 83, though still top in the full-service airline sub-category. The airline has faced tough competition from younger competitors such as Emirates, Qatar and Etihad.

Louis Vuitton also fell 11 spots to 49 as popularity has dwindled among core Chinese target audience, particularly Chinese travellers.

Omega fell 43 places to 235 while Porsche slumped 26 spots to 344.

Posted in: Uncategorized