• What we do
• Insights
• Careers
• News and Events
• About us
• Contact us

I'm curious about...

Quick search

• Research Services
• Someone to talk to
• Become a Panelist
• Employment opportunities

Free subscriptions

• In:fact
• Change Agent
• White papers

News Archive

• 2008
• 2007
• 2006
• 2005
• 2004
• 2003
• 2002

Events

• Turkey

Asia's Top 1,000 brands unveiled for first time

20 July 2004

HONG KONG — TOGETHER with Asian Integrated Media, global market research company Synovate today released results from the first annual Top 1,000 Brands of Asia survey.

Steve Garton, Media Director for Synovate, said the survey was conducted for Asian Integrated Media - the organisers of the Superbrands awards and publications.

"Synovate is delighted to have worked with Asian Integrated Media on such a large-scale and revealing study. Together, we have provided a solid and credible public opinion poll on Asia's best brands— something that is certainly a first on this magnitude".

"But why even look for 'best' brands? Basically, it's to learn. To find out what makes an ordinary, every day brand escalate to this kind of status. What do marketers have to do to take their brands there? And step one in the process is to find out who's there already," Mr Garton said.

Peter Jeffery, Executive Director of Asian Integrated Media, said the survey was part of a planned annual tracking process.

"We expect to see the Top 1,000 Brands of Asia survey repeated year-on-year— effectively making it a brand health monitor for both local brands and global brands in Asia".

"Companies will be able to 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 mind's of consumers across Asia," he said.

About the survey

Asia's Top 1,000 brand listing is based on a proprietary survey conducted by Synovate for the organisers of Superbrands Asia, Asian Media. Eight countries were covered in this first round of the survey — China, Hong Kong, Taiwan, Thailand, Malaysia, Singapore, Indonesia and the Philippines.

Interviews were conducted with people aged 15-64 years old. The sample size per country was around 500, although 750 were interviewed across three cities in China. In addition, booster interviews of a further 500 per market were performed amongst 25-64 year old adults with household or personal incomes of double the average for their city of residence (except in Indonesia and the Philippines).

About the results

The results were weighted to the population in each market, providing a representative cross-section of society.

The brands with the highest number of votes (expressed as a percentage) are listed in descending order, with the most popular brand ranked 1 and so on. Synovate calculated the net vote from all markets for each specific brand, as some brands supply goods in several sub-categories.

While the scores have been rounded for ease of reading, the unrounded scores were used to maintain a strict rank order.

What was asked?

The question used to determine the best brand was:

"When you think of [product / service / category], which is the 'best' international brand that comes to mind? By 'best', we mean the brand that you trust the most of the one that has the best reputation in [product / service / category]."

"Apart from the brand you just mentioned, which is the 'best' local brand from your country for [product / service / category]? Again, by 'best', we mean the brand that you trust the most of the one that has the best reputation in [product / service / category]."

What was covered?

The survey covered nine major product and service categories: alcohol, financial services, automotive, consumer electronics, luxury goods, services, personal quality goods, other personal products and consumer goods.

What was not covered?

It is important to note that some aspects of the travel industry were not covered by this survey, so for example airlines do not appear on this table despite their inarguable brand power.