Brands taking Asia by storm

Asia. Almost four billion of the world's people call it home. Its affluent and middle class consumer base is growing faster than any other across the globe. And brands, both local and global, are fighting for their place among its markets.

Together with leading media, advertising and marketing publication Media magazine and regional brand consultancy Asian Integrated Media Limited, Synovate takes an annual snapshot of which brands are doing well in the hearts and minds of the region's consumers. In a survey of nine Asian markets, we identified Asia's Top 1000 Brands for 2007.

Click here to see the Top 100 brands and the Top 3 for each of the nine markets covered.

Is home-grown better?

Seven of the region's top 20 brands are Asian, but is this because Asians prefer home-grown products and services? Actually, no, says Jan Hofmeyr, director of innovation for Synovate's Brand & Communications practice.

"Other than Darlie, the Asian brands in the Top 20 are just as international and globally relevant as the Cokes or Nikes of this world.

"A reputation for break-through products seems to count more than country of origin in this part of the world..."

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China – If only I could sell one of those to 1.3 billion people...

Competition is fierce amongst brands in China, but there's a great deal of room in a market when it comprises 1.3 billion people. And of course, marketers could be forgiven for dreaming 'If I could only sell one of those to 1.3 billion people...'

But it's not quite that easy, says Synovate's CEO for China, Darryl Andrew.

"Opportunity abounds in China, that's why it's one of the busiest brand landscapes in the world...”

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Convenience is king in Hong Kong

Hong Kong is arguably the most vibrant city in the world, according to Synovate's Hong Kong-based CEO for North Asia, Jill Telford. Whether you agree with her or not, it's certainly one of the marketing hubs for the region.

"People live a life of high velocity here. They are busy. They are stressed. They work long hours. And they want convenience..."

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Made in Malaysia

Malaysia's marketers are dealing with an unabashed national pride, plus a diverse population that can be divided along religious and racial lines.

Managing director of Synovate in Malaysia, Steve Murphy, sees audience segmentation as a valuable, but sometimes misused tool.

"Audience segmentation can be a hindrance in reaching out to consumers. Brands should not target segments at the expense of understanding the consumer needs of Malaysia as a whole..."

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Label love

While many of Asia's Top 1000 Brands are everyday household goods, it is well-known that luxury brands also do very well in the region. While not everyone can afford them, a large number of people aspire to them, with some less-than-affluent consumers saving for months for the 'It' handbag or watch of the year.

"Asians have to show their status somehow, and luxury brands are a great way to do this," says Telford. "Just look at the Asia-wide acceptance of the Mercedes-Benz or the Rolex watch as a sign you have made it – there is nothing shameful about buying luxury brands in Asia."

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About the Asia's Top 1000 Brands survey

The 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 fourth round of the survey – China, Hong Kong, Taiwan, Philippines, Thailand, Malaysia, Singapore, India and Indonesia.

Synovate interviewed people aged 15-64 years old, 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.

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