Nokia top brand in Asia, says ‘Media’-Synovate survey

As per an annual survey conducted by ‘Media’ magazine and Synovate, Nokia is the topmost brand in the region, followed by Sony, Nestlé, Colgate Palmolive and Panasonic

Media advertising and marketing magazine ‘Media’ and global market research company Synovate have released their annual survey on Asia’s top 1,000 brands for 2006. According to this survey, Nokia is Asia’s top brand, followed by Sony, Nestle, Colgate Palmolive and Panasonic, in that order.

Coming in at number six is Honda. Cola major Coca-Cola has attained rank seven. Samsung and Canon have obtained the eighth and ninth positions, respectively, followed by 7-Eleven at number 10.

Fast food chain McDonalds has landed at rank 11, while Pampers is next at rank 12. Ranks 13 and 14 have been awarded to LG and Kentucky Fried Chicken (KFC), respectively. Darlie stands at number 15.

Toyota comes in next at rank 16, followed by coffee chain Starbucks (rank 17). Nike, the brand that built its legacy with just three words (‘Just Do It’), is at number 18, followed by close competitor Adidas at number 19. The 20th brand on the list is Pepsi, 13 ranks behind rival Coca-Cola.

For the record, this is the third year of the Asia’s Top 1,000 Brands survey. According to Tim Waldron, managing director, Haymarket Media, and the publisher of ‘Media’ magazine, “We believe this survey acts as a brand health monitor for both local brands and global brands in Asia. 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.”

Steve Garton, global head of media for Synovate, reveals the purpose behind the survey. “The quest to find the ‘best’ brands arises from a deeper need to learn and find out what makes an ordinary, everyday brand escalate to this kind of status. This study also throws light on what marketers have to do to take their brands there, as the first step in the process is to find out who’s there already.”

For the record, Asia’s Top 1,000 brand listing is based on a proprietary survey conducted by Synovate for Asian Integrated Media in association with ‘Media’ magazine. Nine markets were included in this 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 sample sizes per market of 500, apart from China and India, where the sample was 750 across three and four top-tier cities, respectively.

This time, the survey is a bit different from the previous two rounds. It has become more comprehensive and now covers extra categories. This has changed the overall top brand rankings. Secondly, instead of asking for the best international brand and best local brand for each category, the survey simply recorded the best and second-best overall brands.

Two questions were asked to determine the best brands in each of the various categories covered in the survey. Firstly, respondents 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 the respective product/ service/ category.”

Secondly, they were asked to list their second best brand in that same category. Synovate covered 15 major product and service categories: alcohol, financial services, automotives, 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.

In total, 84 sub-categories were covered in the 2006 survey.

The results were weighted to the population composition of the markets covered within the survey areas to provide a representative cross-section of society. The brands with the highest percentage of votes were listed in descending order, with the most popular brand heading each category. For the ‘Top 1,000’ list, Synovate calculated the net vote for each specific brand, with only one mention per respondent counting towards the final list. This is because a number of brands appeared in several sub-categories.

© 2006 agencyfaqs!