Samsung’s brand equity has stood the test of time and held on to home ground advantage, as the consumer electronics giant once again claimed the top spot in Asia’s Top 1000 Brands report, compiled by Nielsen in collaboration with leading media, marketing and communications trade journal Campaign Asia-Pacific.
The annual Asia’s Top 1000 Brands survey is the biggest and most influential of its kind, revealing which brands consumers value the most across the region.
Beyond the headline of Samsung’s hold on the top spot, this year’s list highlights an across-the-board slide among many luxury names, possibly signaling a softening of the region’s seemingly endless luxury boom. Asia’s Top 1000 Brands for 2015 also shows a rise in stature for many local Asia brands, with many homegrown brands rising through the rankings.
In its 12th year running, Asia’s Top 1000 Brands aggregates data from an online survey that Campaign Asia-Pacific and Nielsen developed together. The report incorporates consumer brand perception in 13 key regional markets across Asia-Pacific: Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, Philippines, Singapore, South Korea, Taiwan, Thailand and Vietnam. To be representative of market populations, survey quotas target age, gender and monthly household income.
As one of the region’s most anticipated top-of-mind brand studies, 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.