comprehensive brand study 12 · in myanmar, lg leapt from 24th place in the previous survey to 2nd...

Comprehensive Brand studyacross12 regions in the Asia

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Copyright © 2014 Nikkei BP Consulting, Inc. All Rights Reserved.

■Survey Overview

●Survey Objectives

To survey and measure the brand strength of 60 major global brands in 12 Asian regions (China, India, Indonesia, Japan, Malaysia, Myanmar, Singapore, South Korea, Taiwan, Thailand, Turkey, and Vietnam), as well as to assess any regional differences and trends on factors such as favorable impression, usefulness, and quality of these individual brands.

To conduct surveys on 40 brands in each of the surveyed regions to serve as benchmarks (focusing on local brands; none in Singapore/some of these local brands have international operations).

●Survey Policies and Composition

Brand Asia employed the same assessment and analysis procedures used in Brand Japan, maximum scale brand evaluation survey project in Japan, which was conducted for the 14th time in 2014. The key data survey items used to calculate overall brand strength--and the covariance structure analysis--are consistent between the two surveys, drawing on Nikkei BP Consulting's expertise in evaluating brand strength. Brand Asia's work on this project consisted of surveying consumers in 12 Asian regions on brand value, including the collection of real-time data.

●Regions Surveyed

China, India, Indonesia, Japan, Malaysia, Myanmar, Singapore, South Korea, Taiwan, Thailand, Turkey and Vietnam

●Survey Target Group Men and women, 20-50s (China, India, and Vietnam: 20-40s only; Indonesia and Myanmar: instead of "50s,"

the category was "50s and over") ●Survey Period

December 2013 - January 2014

●Details on survey target brands

1. A total of 100 brands were surveyed in each region and 60 global brands were surveyed in all regions.

2. In 11 regions, excluding Singapore, 40 primarily local brands were selected by each region and surveyed (some of these local brands have international operations).

3. The 60 global brands were limited to the following 10 sector industries: 1) Foods/Drinks, 2) FMCG (fast-moving consumer goods), 3) Clothing/Fashion items, 4) Automakers, 5) IT/Home electronics, 6) Internet-related, 7) Finance, 8) Restaurants, 9) Sporting goods, 10) Diversified management

4. As well as the above-mentioned industries, local brands were classified as "telecommunication", "media/entertainment", "retail", "transportation and distribution" and "other".

●Project Planning and Data analysis

Nikkei BP Consulting ●Survey Methodologies & Sample sizes

Sample Size

China 900

India 1,000

Indonesia 600

Japan 1,027

Malaysia 600

Myanmar 600

Singapore 357

South Korea 600

Taiwan 600

Thailand 600

Turkey 575

Vietnam 1,200

Bangkok, others Telephone survey

Istanbul, Ankara, Izmir Internet survey

Hanoi, Ho Chi Minh Street survey

Taipei, Taichung, Kaohsiung Internet survey

Singapore Internet survey

Tokyo, Osaka, others Internet survey

Seoul, others Internet survey

Kuala Lumpur, Penang, Johore Internet survey

Yangon, Mandalay Street survey

Beijing, Shanghai Internet survey

Delhi, Mumbai, Kolkata, Chennai, Nagpur Street survey

Jakarta Internet survey

Region Target Cities Methodologies


●Path Diagram and Tabulation Information The Brand Asia survey utilizes the same covariance structure analysis as the Brand Japan survey.

A path diagram used in the survey results analysis is shown below. The items in the white squares are the observable variables. These items, which are related to image, are presented to the respondents on the selected corporate brands. The respondents select the images they feel fit the brand. These results are then compiled into categories by image for each of the brands, from which the items in the rounded gray squares—latent variables (f0 to f4)—are calculated. The white numbers in the black squares (traversed by the black arrows) are the weighted coefficients calculated from the results of the covariance structure analysis. (The values shown underneath in italics are the weighted averages from the previous survey.)

To ascertain overall brand competitiveness (f0), a methodology is employed to enable comparison between different regions with vastly different characteristics. Using the 60 brands surveyed across all regions as the base, the observed variable is standardized*1 for each region (average=0, standard deviation=1). Next, the value is standardized again for all regions. Then we find the corresponding weighted coefficients in the boxes traversed by the arrows, and the values are totaled for each arrow group. Finally, the standard score (average=50, standard deviation=10) is calculated to arrive at the latent variable score, which allows for effective comparison between regions. For convenience purposes, this edition also shows rankings by region.

―――――――――――

*1 To exclude any impact of extremely minor items on variance, standard deviation values of less than 1 are counted as 1.

Like, favorite

Feel familiarity

Would feel sad if disappeared

Feel empathy

0.92

0.86

0.91

0.85

0.96

Path Diagram

f1: FRIENDLY

Know, interested

Have used recently

Useful

Excellent quality

0.96

0.80

0.84

0.85

0.96f2:

CONVENIENT

High status

Chic, stylish

Has unparalleled charm

Has striking individuality

0.83

0.80

0.88

0.87

0.89f3:

OUTSTANDING

Is attracting attention now (timely)

Pioneering

Vigorous

0.86

0.89

0.82

0.95 f4: INNOVATIVE

f0:OVERALL

BRAND

STRENGTH

0.94

0.97

0.84

0.95

0.95

0.86

0.84

0.91

0.98

0.80

0.82

0.83

0.78

0.77

0.93

0.97

0.90

0.80

0.84


■Summary of Results [OVERALL AREA]

The cross-regional Brand Asia 2014 survey analyzed the overall strength of main brands,

differences among regions, differences in image trends, and other factors by measuring the image

equity of respective brands in Asian countries in terms of their appeal, usefulness, sense of quality,

and so on. The survey, consisting of a fixed questionnaire targeting general consumers, was

conducted in 12 Asian regions: China, India, Indonesia, Japan, Malaysia, Myanmar, Singapore,

South Korea, Taiwan, Thailand, Turkey (newly added this time), and Vietnam. The 2013 survey

also included the Philippines, but this region was omitted this time in consideration of the huge

typhoon damage suffered there in 2013. An aggregate total of 1,160 brands were surveyed: 60

common global brands for each of the 12 regions and 440 local brands (40 local brands selected by

each region with the exception of Singapore; some of these local brands have international

operations).

Smartphone-related brands like Apple, Samsung, and Google rate highly in Asia; Japanese brands

Sony and Honda continue to do well

Table 1 shows the top 10 brands in terms of overall strength by region, and Table 2 shows the

average overall strength ranking of the 60 global brands surveyed. The former table reveals that

smartphone-related brands, such as Apple, Samsung, and Google, have strong brand power in Asia

in general. The latter table shows that in addition to Coca-Cola, Japanese brands Sony and Honda

continue from last time to be highly rated on average throughout Asia.

The Brand Asia project calculates brand power in terms of four factors: outstanding,

innovative, friendly, and convenient. Compared with the other factors, Apple, Sony, and Honda

received especially high marks for “outstanding”, Google and Samsung for “innovative” and

Coca-Cola for “friendly.” While possessing a core image, each of these brands scored well on average

for the other factors as well; hence their substantial overall strength.

Smartphone-related brands make rapid progress in Thailand

Among the 60 global brands, Apple appeared most frequently in the top 10, doing so in 10 of

the 12 regions (the exceptions being India and Myanmar). Apple also came top in the average

overall score ranking, so it can be called the strongest brand in Asia. As well as newly surveyed

Turkey, Apple also newly ranked in the top 10 in Thailand and Vietnam. The next most frequent

brand to appear in the top 10 was Samsung, which did so in nine regions. As well as Turkey,

Samsung newly moved into the top 10 in China and Thailand. And Google had a top 10 ranking in

eight regions, newly appearing in Thailand as well as Turkey.

In Thailand, Google came 3rd, Apple 4th, and Samsung 5th this time. In addition, the

messenger application LINE, which was newly added as a local brand this time, ranked 9th. In the

previous survey in Thailand, no smartphone-related brands made it into the top 10, and five of the

top six brands were automobile companies. Once again this time, the top two places were occupied

by automobile brands, Honda in 1st place and Toyota 2nd, but from 3rd place down there was a

substantial changing of the guard. Until now the use of personal computers in Thailand has been


limited to the business domain, and they have not spread among the general public. In response to

the entering into the digital era and the rapid development of IT infrastructure, therefore, demand

has increased for smartphones and tablet computers as a means of accessing the Internet,

regardless of age group. The 2014 survey results are a reflection of this situation.

Apple has good reputation in Indonesia, Malaysia, and Vietnam as well; LG rises rapidly in

Myanmar

The tendency for smartphone-related brands to receive high marks can be seen in other countries of

the Association of Southeast Asian Nations (ASEAN) too, including Indonesia, Myanmar, and Vietnam

as well as Malaysia.

In Malaysia, Google came 1st, Samsung 2nd, and Apple 4th. In the previous survey, the top

four spots were occupied by bank and automobile brands, and Samsung, Google, and Apple ranked

7th, 8th, and 9th, respectively. In Indonesia, Apple, which has been increasing its score year by

year, came top this time. Nokia, which came 1st for the second consecutive year in 2013, dropped

substantially to 20th place. In Vietnam, Nokia ranked 2nd, so it can still boast a strong presence in

that region, while Apple, which had not finished in the top 10 in Vietnam before, received high

marks and jumped to 8th. So far Apple had only received high scores in East Asian regions like

China, Japan, Taiwan, and South Korea, but now its brand power is penetrating the ASEAN

countries as well.

In Myanmar, LG leapt from 24th place in the previous survey to 2nd this time, and Samsung

came 4th (5th last time). LG and Samsung have boosted their presence by establishing Facebook

pages for Myanmar people—“LG loves Myanmar” since August 2013 and “Samsung Myanmar”

since October 2012. As of May 23, 2014, LG’s site had attracted around 77,300 likes against

Samsung’s approximately 76,100, giving the LG site a slight lead despite its later launch. Also

three media brands (including television and radio stations) made it into the top 10; only one media

brand did so last time. As their living standards change, the people of Myanmar are becoming more

interested in communications and entertainment that they can easily enjoy via information

equipment (e.g., TV and smartphone).

Dormant potential and changing environment

Table 2 also shows that there are brands with a relatively high recognition rate but not so high

brand strength. Even though their average recognition rates exceed 80%, 10 brands scored below

50 points for average overall strength. Among them, Suzuki in particular had an average

recognition rate of 93.7%, which is slightly higher than Mercedes-Benz’s figure of 93.1%. But while

Mercedes-Benz ranked 7th in terms of average overall score (with 59.5 points), Suzuki came 37th

with 46.3 points (13.2 points less than Mercedes-Benz). A brand with a relatively high degree of

recognition, which is the foundation for increasing brand power, can be said to possess a lot of

potential. Such brands are required to review their forms of communication with consumers and

advance their image strategy to the next stage.


Economically Asian countries are drawing closer to one another. In 2015 tariffs are scheduled

to be eliminated in the entire ASEAN region. In addition, as shown by the survey results, the rapid

diffusion of smartphones and tablet computers in the ASEAN area could greatly shrink the

distance between ASEAN and the rest of Asia and the rest of the world. This environmental change

may exert a substantial impact on branding in Asia. From now on also, brand evaluation in

changing Asia is going to attract a lot of attention.

Respondents want to purchase cars, can confidently recommend smartphones

Of the four newly added questions concerning brand loyalty, Table 3 shows the top three

brands in each region for “want to purchase” and “want to recommend to others” (totals for

respondents in each region who recognized the brands). Automobile and smartphone brands are

especially notable here. For “want to purchase,” automobile-related brands came top in 7 out of 10

regions and nine automobile-related brands appeared in the top 3. (Five automobile-related brands

ranked in the top 3 for “want to recommend to others” as well.)

Regarding smartphone-related brands, including telecom operators and Internet services, 15

brands ranked in the top 3 for “want to recommend to others,” and 8 brands made it into the top 3

for “want to purchase” too. Since respondents only give high marks in this category to products and

services that they have actually experienced and can vouch for in terms of practicality and so on,

the results give a sense of the wide penetration of smartphones and tablet computers in Asia as a

whole.

Economically Asian countries are drawing closer to one another. In 2015 tariffs are scheduled

to be eliminated in the entire ASEAN region. In addition, as shown by the survey results, the rapid

diffusion of smartphones and tablet computers in the ASEAN area could greatly shrink the

distance between ASEAN and the rest of Asia and the rest of the world. This environmental change

may exert a substantial impact on branding in Asia. From now on also, brand evaluation in

changing Asia is going to attract a lot of attention. Centered on the Brand Asia project, Nikkei BP

Consulting intends to continue supplying valuable data to companies plotting their next move in

Asia.


Table 1: Overall Brand Strength Ranking (Regional Top 10 Brands)

Rank Brand INDUSTRYOVERALL

BRAND

STRENGTH


BRAND

STRENGTH


BRAND

STRENGTH

1 Alipay Finance 84.7 1 Nokia IT/Home electronics 82.4 1 Apple IT/Home electronics 72.4

2 Apple IT/Home electronics 74.7 2 SAMSUNG IT/Home electronics 80.4 2 Google Internet-related 66.2

3 BMW Automakers 70.8 3 LG IT/Home electronics 79.4 3 TEH BOTOL SOSRO Foods/Drinks 66.0

4 Mercedes-Benz Automakers 66.6 4 Colgate FMCG 78.4 4 HONDA Automakers 65.8

4 SAMSUNG IT/Home electronics 66.6 5 Cadbury Foods/Drinks 73.9 5 Indofood Foods/Drinks 65.6

6 Tencent Internet-related 65.4 6 Godrej Diversified 73.6 6 Mercedes-Benz Automakers 65.2

7 China UnionPay Finance 65.0 7 Britannia Foods/Drinks 72.9 7 SHARP IT/Home electronics 64.8

8 Haier IT/Home electronics 64.0 8 Coca-Cola Foods/Drinks 71.6 8 YAHOO! Internet-related 64.7

9 Microsoft IT/Home electronics 62.1 9 SONY ENTERTAINMENT TELEVISION Media/Entertainment 70.7 9 TOSHIBA IT/Home electronics 64.0

10 Baidu Internet-related 60.6 10 pepsi Foods/Drinks 69.6 10 Telkomsel Telecommunication 62.9

1 Google Internet-related 77.0 1 Google Internet-related 73.2 1 Family Care FMCG 82.2

2 Apple IT/Home electronics 75.9 2 SAMSUNG IT/Home electronics 70.0 2 LG IT/Home electronics 82.1

3 Amazon Internet-related 70.3 3 TOYOTA Automakers 67.5 3 MRTV-4 Media/Entertainment 81.9

4 SONY IT/Home electronics 69.1 4 Apple IT/Home electronics 67.1 4 SAMSUNG IT/Home electronics 78.7

5 UNIQLO Clothing/Fashion items 66.7 5 Maybank Finance 64.0 5 SUNDAY COFFEE MIX Foods/Drinks 78.1

6 SUNTORY Foods/Drinks 63.9 6 Nikon IT/Home electronics 63.4 6 5 network Media/Entertainment 76.5

7 Rakuten Internet-related 63.3 7 McDonald's Restaurants 63.2 7 Channel 7 Media/Entertainment 76.3

8 Häagen-Dazs Foods/Drinks 62.3 8 adidas Sporting goods 63.0 7 Royal Myanmar Teamix Foods/Drinks 76.3

9 Coca-Cola Foods/Drinks 62.0 9 Mercedes-Benz Automakers 62.8 9 Sein Gay Har Retail 75.1

9 TOYOTA Automakers 62.0 10 HONDA Automakers 62.6 10 Colgate FMCG 74.1

1 Google Internet-related 75.6 1 NAVER Internet-related 77.8 1 Google Internet-related 75.6

2 SAMSUNG IT/Home electronics 74.8 2 SAMSUNG IT/Home electronics 76.8 2 SONY IT/Home electronics 72.4

3 Apple IT/Home electronics 72.7 3 NIKE Sporting goods 73.9 3 Apple IT/Home electronics 70.9

4 SONY IT/Home electronics 64.5 4 Apple IT/Home electronics 71.3 4 YAHOO! Internet-related 67.6

5 Microsoft IT/Home electronics 64.3 5 Coca-Cola Foods/Drinks 70.2 5 BMW Automakers 66.1

6 McDonald's Restaurants 64.0 6 adidas Sporting goods 68.0 6 Giant (Bicycle) Sporting goods 64.3

7 STARBUCKS COFFEE Restaurants 63.5 7 LG IT/Home electronics 67.9 7 3M Diversified 62.3

8 BMW Automakers 62.9 8 CJ Foods/Drinks 66.6 8 adidas Sporting goods 61.2

9 adidas Sporting goods 62.3 9 BMW Automakers 65.8 9 NIKE Sporting goods 60.9

10 YAHOO! Internet-related 60.7 10 Microsoft IT/Home electronics 65.1 10 HTC IT/Home electronics 60.6

1 HONDA Automakers 71.2 1 SAMSUNG IT/Home electronics 79.2 1 HONDA Automakers 83.8

2 TOYOTA Automakers 70.9 2 Google Internet-related 76.9 2 Nokia IT/Home electronics 77.8

3 Google Internet-related 69.7 3 Mercedes-Benz Automakers 74.4 3 Google Internet-related 75.7

4 Apple IT/Home electronics 66.7 4 Apple IT/Home electronics 72.8 4 Vinamilk Foods/Drinks 75.5

5 SAMSUNG IT/Home electronics 65.5 5 adidas Sporting goods 69.1 5 SAMSUNG IT/Home electronics 74.8

6 Coca-Cola Foods/Drinks 63.0 6 BMW Automakers 68.4 6 SONY IT/Home electronics 72.3

7 Colgate FMCG 62.2 7 Volkswagen Automakers 68.1 7 pepsi Foods/Drinks 68.4

8 KFC Restaurants 61.7 8 Nestlé Foods/Drinks 66.8 8 Apple IT/Home electronics 67.9

9 LINE Internet-related 60.0 9 ÜLKER Foods/Drinks 66.1 9 Microsoft IT/Home electronics 66.9

10 BMW Automakers 59.8 10 sütaş Foods/Drinks 62.2 10 Trung Nguyen Foods/Drinks 66.5

10 TURKISH AIRLINES Transportation/Logistics 62.2

SINGAPORE SOUTH KOREA TAIWAN

THAILAND TURKEY VIETNAM

CHINA INDIA INDONESIA

JAPAN MALAYSIA MYANMAR

For convenience purposes, the rankings wereclassified by region on the basis of overall brand

strength.

Global brands common to the regional surveys(60 brands)

Other selected brands center on local brands ineach region (40 brands; none in Singapore.)


Table 2: Ranking of Overall Brand Strength Average in 60 Global Brands (Top 20 Brands)

Table 3: Brand Loyalty Ranking (Regional Top 3 Brands)

Rank Brand Score Rank Brand Score

1 Apple 68.7 11 TOYOTA 57.2

2 Google 68.4 12 NIKE 57.0

3 SAMSUNG 67.9 13 LG 55.8

4 Coca-Cola 62.5 14 Nokia 55.8

5 SONY 62.1 15 Canon 55.5

6 HONDA 60.4 16 Nestlé 55.5

7 Mercedes-Benz 59.5 17 Colgate 54.5

8 BMW 58.2 18 KFC 54.2

9 adidas 57.7 19 TOSHIBA 52.9

10 Microsoft 57.4 20 McDonald's 52.8

% %

1 BMW Automakers 48.3 1 BMW Automakers 41.6

2 Apple IT/Home electronics 41.7 2 Mercedes-Benz Automakers 39.5

3 GAP Clothing/Fashion items 41.5 3 Siemens Diversified 36.0

% %

1 HONDA Automakers 46.4 1 SAMSUNG IT/Home electronics 55.0

2 Apple IT/Home electronics 44.3 2 pepsi Foods/Drinks 54.0

3 Colgate FMCG 40.0 3 Colgate FMCG 53.5

% %

1 TOYOTA Automakers 52.1 1 Mercedes-Benz Automakers 25.2

2 Apple IT/Home electronics 51.3 2 Apple IT/Home electronics 19.7

3 Panasonic IT/Home electronics 48.3 3 HONDA Automakers 19.2

% %

1 HONDA Automakers 57.5 1 SONY IT/Home electronics 42.9

2 TOYOTA Automakers 55.5 2 Google Internet-related 42.5

3 Apple IT/Home electronics 54.6 3 Maybank Finance 42.5

% %

1 Family Care FMCG 81.7 1 Family Care FMCG 74.2

2 SAMSUNG IT/Home electronics 66.1 2 SAMSUNG IT/Home electronics 67.8

3 Royal Myanmar Teamix Foods/Drinks 65.3 3 MRTV-4 Media/Entertainment 62.5

WANT TO RECOMMEND TO OTHERS

WANT TO PURCHASE WANT TO RECOMMEND TO OTHERS


CHINA

INDIA

INDONESIA

WANT TO PURCHASE

MALAYSIA

MYANMAR




% %

1 McDonald's Restaurants 39.3 1 Apple IT/Home electronics 40.0

2 Häagen-Dazs Foods/Drinks 37.9 2 Google Internet-related 39.3

3 H&M Clothing/Fashion items 36.5 3 Canon IT/Home electronics 38.1

% %

1 BMW Automakers 50.8 1 Google Internet-related 30.8

2 Apple IT/Home electronics 50.0 2 Wow prime Restaurants 30.8

3 Häagen-Dazs Foods/Drinks 49.6 3 YAHOO! Internet-related 30.3

% %

1 Coca-Cola Foods/Drinks 67.2 1 AIS Telecommunication 64.7

2 Nivea FMCG 61.3 2 BEER CHANG Foods/Drinks 57.1

3 Johnson&Johnson FMCG 54.6 3 dtac Telecommunication 56.3

% %

1 BMW Automakers 57.7 1 Google Internet-related 45.5

2 Mercedes-Benz Automakers 52.9 2 SAMSUNG IT/Home electronics 43.8

3 SAMSUNG IT/Home electronics 49.1 3 TURKISH AIRLINES Transportation/Logistics 43.5

% %

1 HONDA Automakers 48.3 1 HONDA Automakers 39.7

2 Vinamilk Foods/Drinks 43.3 2 Nokia IT/Home electronics 31.7

3 Nokia IT/Home electronics 42.5 3 SONY IT/Home electronics 31.3

SINGAPORE

TAIWAN

THAILAND




TURKEY

VIETNAM



Global brands common to theregional surveys

(60 brands)

Other selected brands center onlocal brands in each region (40

brands; none in Singapore.)


[Appendix]

Nominated Local Brand List

Brand Industry Brand Industry

361° Sporting goods lenovo IT/Home electronics

Aigo IT/Home electronics Li-Ning Sporting goods

Alipay Finance Master Kong Foods/Drinks

ANTA Sporting goods MENGNIU Foods/Drinks

Baidu Internet-related Meters/bonwe Clothing/Fashion items

Bank of China Finance MIDEA IT/Home electronics

BOSIDENG Clothing/Fashion items NETEASE Internet-related

Bright Food (Group) Foods/Drinks pepsi Foods/Drinks

BYD Auto Automakers SAIC Motor Automakers

Chery Auto Automakers Septwolves Clothing/Fashion items

China Merchants Bank Finance Sina Internet-related

China UnionPay Finance Sohu Internet-related

Dabao FMCG SUPOR IT/Home electronics

GEELY AUTOMOBILE Automakers Tencent Internet-related

GM Automakers Uni-President Foods/Drinks

GREE Internet-related Volkswagen Automakers

Haier IT/Home electronics Volvo Automakers

Huawei Technologies IT/Home electronics watsons Retail

Industrial and Commercial Bank of China Finance YILI Foods/Drinks

Jahwa FMCG ZTE IT/Home electronics

CHINA

60 Global Brands Common to Overall Area

adidas VISA Siemens Panasonic

Apple YAHOO! SUZUKI Häagen-Dazs

BMW AJINOMOTO STARBUCKS COFFEE HITACHI

Citibank AMERICAN EXPRESS Xerox HYUNDAI

DELL EPSON SONY PHILIPS

GAP kao DAIHATSU HONDA

GE Canon Danone McDonald's

Google Kellogg's TOSHIBA MITSUBISHI ELECTRIC

hp KFC TOYOTA MUJI

HSBC Coca-Cola NIKE Mercedes-Benz

H&M Colgate Nikon Yamaha Motor

IBM SAMSUNG NISSAN unicharm

LG SHISEIDO Nivea UNIQLO

Microsoft SHARP Nestlé Unilever

P&G Johnson&Johnson Nokia L'ORÉAL



Adobe IT/Home electronics lenovo IT/Home electronics

Arvind Clothing/Fashion items Mahindra & Mahindra Automakers

Bajaj Allianz Finance Onida IT/Home electronics

Bajaj Auto Automakers Parle Foods/Drinks

Bajaj Corp FMCG pepsi Foods/Drinks

Birla Sun life Finance Pizza Hut Restaurants

Britannia Foods/Drinks Raymond Clothing/Fashion items

Cadbury Foods/Drinks SBI (State Bank of India) Finance

Dabur FMCG ŠKODA Automakers

Domino's Restaurants SONY ENTERTAINMENT TELEVISION Media/Entertainment

Ford Automakers Star Media/Entertainment

Godrej Diversified Tata AIG Finance

HCL IT/Home electronics Tata Motors Automakers

HDFC BANK Finance TVS Automakers

Heinz Foods/Drinks UTV Media/Entertainment

ICICI Bank Finance Videocon IT/Home electronics

IndusInd Bank Finance Volkswagen Automakers

ING Vysya Bank Finance Whirlpool IT/Home electronics

ITC Foods/Drinks WIPRO CONSUMER CARE AND LIGHTING FMCG

Larsen & Toubro (L&T) Diversified ZEE TV Media/Entertainment

INDIA


(X)S.M.L Clothing/Fashion items JOHNNY ANDREAN Other (Serv ice industry )

ABC (Foods) Foods/Drinks Kapal Api Foods/Drinks

Astra Diversified Kaskus Internet-related

AXIOO IT/Home electronics Lion Air Transportation/Logistics

Batik Keris Clothing/Fashion items Mandiri Finance

BCA Finance MATAHARI DEPARTMENT STORE Retail

BLUE BIRD GROUP Transportation/Logistics Mayora Foods/Drinks

BNI Finance Polygon Sporting goods

Citra FMCG Polytron IT/Home electronics

Cosmos IT/Home electronics Sari Ayu FMCG

D'COST Restaurants Sari Wangi Foods/Drinks

Eagle Sporting goods Sinar Mas Diversified

First Media Internet-related Specs Sporting goods

FORMULA FMCG Tango Foods/Drinks

GARUDAFOOD Foods/Drinks TEH BOTOL SOSRO Foods/Drinks

Garuda Indonesia Transportation/Logistics Telkomsel Telecommunication

Gudang Garam FMCG tokobagus Internet-related

Hoka Hoka Bento Restaurants Ultra Milk Foods/Drinks

Indofood Foods/Drinks XL Telecommunication

J.Co Restaurants YONGKI KOMALADI Clothing/Fashion items

INDONESIA



Amazon Internet-related KIRIN Brewery Foods/Drinks

ANA Transportation/Logistics KOREAN AIR Transportation/Logistics

Asahi Breweries Foods/Drinks LION FMCG

BRIDGESTONE Other (Tire) MAZDA Automakers

CASIO IT/Home electronics meiji Foods/Drinks

CATHAY PACIFIC Transportation/Logistics Mister Donut Restaurants

CITIZEN Clothing/Fashion items MORINAGA Foods/Drinks

DHC FMCG MOS BURGER Restaurants

DHL Transportation/Logistics NEC IT/Home electronics

dyson IT/Home electronics NISSIN FOODS Foods/Drinks

Facebook Internet-related Rakuten Internet-related

FANCL FMCG SAPPORO BREWERIES Foods/Drinks

FedEx Transportation/Logistics SEIKO Clothing/Fashion items

FUJIFILM IT/Home electronics SINGAPORE AIRLINES Transportation/Logistics

FUJITSU IT/Home electronics SUNTORY Foods/Drinks

INAX Other (Housing equipment) T-fal IT/Home electronics

JAL Transportation/Logistics TOTO Other (Housing equipment)

JCB Finance Twitter Internet-related

KAGOME Foods/Drinks Wacoal Clothing/Fashion items

kikkoman Foods/Drinks ZARA Clothing/Fashion items

JAPAN


AEON (Retail) Retail Maybank Finance

AFFIN BANK Finance MEPS Finance

Air Asia Transportation/Logistics munchy's Foods/Drinks

AmBank Finance MYDIN Retail

astro Media/Entertainment OGAWA IT/Home electronics

BONIA Clothing/Fashion items OLDTOWN WHITE COFFEE Restaurants

CARI Internet-related PADINI Clothing/Fashion items

celcom Telecommunication PappaRich Restaurants

CIMB Finance PENSONIC IT/Home electronics

DiGi Telecommunication pepsi Foods/Drinks

F&N Foods/Drinks Perodua Automakers

FOLLOW ME FMCG PETRONAS Other (Oil&Energy)

Gardenia Foods/Drinks Pizza Hut Restaurants

giant (Retail) Retail PROTON Automakers

GINVERA FMCG RHB Finance

HWA TAI Foods/Drinks Setia Other (Construction)

KHIND IT/Home electronics Sin Chew Daily Media/Entertainment

MAMEE Foods/Drinks SUNWAY Other (Construction)

MasterCard Finance TM Telecommunication

maxis Telecommunication Yeo's Foods/Drinks

MALAYSIA



5 network Media/Entertainment Grand Royal whisky Foods/Drinks

7 DAYS Media/Entertainment AIR KBZ Transportation/Logistics

ABC (Retail) Retail KBZ BANK Finance

AGD BANK Finance Max+ Foods/Drinks

Air Bagan Transportation/Logistics MAX2O Foods/Drinks

Air Mandalay Transportation/Logistics MRTV Media/Entertainment

Alpine Foods/Drinks MRTV-4 Media/Entertainment

AYEYARWADY BANK Finance MWD Media/Entertainment

Blazon and Orange Supermarket Retail Myanmar Beer Foods/Drinks

Blue Mountain Foods/Drinks Nibban IT/Home electronics

CB BANK Finance Premier coffeemix Foods/Drinks

Channel 7 Media/Entertainment Royal Myanmar Teamix Foods/Drinks

City Express Retail Sein Gay Har Retail

City Mart Retail Sky Net Media/Entertainment

Family Care FMCG SUNDAY COFFEE MIX Foods/Drinks

FEEL Restaurants super coffeemix Foods/Drinks

G&G Retail Super One Retail

Gamone Pwint Retail UNITED AMARA BANK Finance

Gold Roast COFFEE MIX Foods/Drinks Weekly ELEVEN Media/Entertainment

Golden Myanmar Airlines Transportation/Logistics YKKO Restaurants

MYANMAR


AEKYUNG FMCG Lock&Lock FMCG

Angelinus Coffee Restaurants Maket O Foods/Drinks

BEAN POLE Clothing/Fashion items Melon Internet-related

Binggrae Foods/Drinks NAVER Internet-related

BlackYak Sporting goods NH bank Finance

CJ Foods/Drinks NII Clothing/Fashion items

CUCHEN IT/Home electronics POSCO Diversified

Daum Internet-related Renault Samsung Automakers

EXR Sporting goods S&T Motors Automakers

FUBU Clothing/Fashion items Samchuly Sporting goods

HAAN (Han gyong heu) IT/Home electronics Shinhan card Finance

i-navi IT/Home electronics SK C&C Diversified

ipTIME IT/Home electronics SSANGYONG MOTOR Automakers

iriver IT/Home electronics THEFACESHOP FMCG

Jeonggwanjang Foods/Drinks TNGT Clothing/Fashion items

KAKAO Internet-related Vegemil Foods/Drinks

KB kookmin bank Finance VIPS Restaurants

KrazeBurgers Restaurants woongjin coway IT/Home electronics

Kumkang Clothing/Fashion items Woori Bank Finance

Lafuma Sporting goods ZIOZIA Clothing/Fashion items

SOUTH KOREA



104 Internet-related i-Mei Foods/Drinks

3M Diversified JihsunBank Finance

85℃ Restaurants Kiss Me FMCG

Acer IT/Home electronics Luxgen Automakers

AEON (Automaker) Automakers Master Kong Foods/Drinks

Amway FMCG MasterCard Finance

Asus IT/Home electronics Merida Sporting goods

AVON FMCG Mister Donut Restaurants

Bank of Taiwan Finance MOS BURGER Restaurants

Bank SinoPac Bank Finance Pizza Hut Restaurants

BenQ IT/Home electronics SANYO IT/Home electronics

BRAND'S Foods/Drinks SUNTORY Foods/Drinks

CHIMEI IT/Home electronics Ta Tung IT/Home electronics

China Trust Finance Tai-sun Foods/Drinks

Domino's Restaurants Uni-President Foods/Drinks

Fubon Bank Finance Vedan Foods/Drinks

Giant (Bicycle) Sporting goods Wei Chuan Foods/Drinks

giordano Clothing/Fashion items Wei Lih Foods/Drinks

Heran IT/Home electronics Wow prime Restaurants

HTC IT/Home electronics ZARA Clothing/Fashion items

TAIWAN


Air Asia Transportation/Logistics OISHI Foods/Drinks

AIS Telecommunication Mandarin Oriental Other (Hotel)

BANG CHAK Other (Petrochemical) pepsi Foods/Drinks

Bangkok Bank Finance Phyathai Hospital Other (Hospital)

Bank of Ayudhya Finance Pruksa Real Estate Other (Real estate)

BEER CHANG Foods/Drinks PTT Other (Petrochemical)

BIG C Retail ROBINSON Retail

Bumrungrad Hospital Other (Hospital) S&P Restaurants

CENTRAL Retail SANSIRI Other (Real estate)

DISNEY Clothing/Fashion items SB FURNITURE Other (Furniture)

dtac Telecommunication SCG Other (Construction)

Dusit Thani Bangkok Other (Hotel) Siam Commercial Bank Finance

FUTURE PARK RUNGSIT Retail SIAM PARAGON Retail

Index livingmall Retail SINGHA BEER Foods/Drinks

ISUZU Automakers Thai Airways Transportation/Logistics

KRUNGTHAI BANK Finance THAI BEVERAGE Foods/Drinks

LAND & HOUSE Other (Real estate) Thanachart Finance

LINE Internet-related THE MALL Retail

MBK Retail TMB Finance

Nok Air Transportation/Logistics TRUE Telecommunication

THAILAND



Acun Medya Media/Entertainment Marmaris Büfe Restaurants

AKBANK Finance MiGROS Retail

arçelik IT/Home electronics Ontex FMCG

avea Telecommunication Panda Foods/Drinks

BIM Retail PEGASUS AIRLINES Transportation/Logistics

Caffè Nero Restaurants RENAULT Automakers

Carrefour Retail SHOW TV Media/Entertainment

Casper IT/Home electronics sütaş Foods/Drinks

Doğan Media/Entertainment TTNET Telecommunication

Doğuş Media/Entertainment TURKCELL Telecommunication

Domino's Restaurants TURKISH AIRLINES Transportation/Logistics

Erikli Foods/Drinks ÜLKER Foods/Drinks

FIAT Automakers ULUSOY Transportation/Logistics

filiz Foods/Drinks varan Transportation/Logistics

FINANSBANK Finance VESTEL IT/Home electronics

Ford Automakers Vodafone Telecommunication

Garanti Bankası Finance Volkswagen Automakers

Henkel FMCG Wienerwald Restaurants

IPEKYOL Clothing/Fashion items Yapı Kredi Finance

Lescon Sporting goods ZARA Clothing/Fashion items

TURKEY


Acecook Foods/Drinks Pho 24 Restaurants

Agribank Finance SAIGON CO.OP Retail

AN PHUOC Clothing/Fashion items Tan Hiep Phat Foods/Drinks

Bao Viet Finance TH true MILK Foods/Drinks

Bia Ha Noi Foods/Drinks Thai Duong FMCG

Bia Sai Gon Foods/Drinks Thuong Dinh Clothing/Fashion items

Duc Viet FMCG Trung Nguyen Foods/Drinks

FPT IT/Home electronics Vat Gia Internet-related

HANEL IT/Home electronics Viet Tien Clothing/Fashion items

Highlands coffee Foods/Drinks Vietcombank Finance

Hoa Phat Other (Construction) Vietnam Airlines Transportation/Logistics

Hoang Anh Gia Lai Diversified Viettel IT/Home electronics

Huu Nghi Foods/Drinks VIFON Foods/Drinks

Kinh Do Foods/Drinks Vinaconex Other (Construction)

May 10 Clothing/Fashion items Vinamilk Foods/Drinks

MASAN Diversified Vinaphone IT/Home electronics

Mobifone IT/Home electronics VinGroup Other (Real estate)

Nha Be Clothing/Fashion items Vissan Foods/Drinks

pepsi Foods/Drinks VNG Internet-related

Petrolimex Other (Oil&Energy) VNPT IT/Home electronics

VIETNAM


Brand Asia 2014

Terms of Use

Use of the Brand Asia 2014 report and the enclosed CD-ROM (referred to as the

""Report"") is conditioned on compliance with the following matters.

1. Copyrights

(i) Copyrights to the Report and (ii) intellectual property rights to individual information

(data) and aggregated information (data) belong to the Company.

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Quotations or partial reproduction of articles and data in internal documents, such as meeting

documents are limited in the department that purchased the Report.


For further information, please contact:

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mailto:[email protected]

Brand Asia 2014Issued on May 30th, 2014 Please read the terms of use before purchase.

Comprehensive Brand studyacross12 regions in the Asia

Price List “Brand Asia 2014” only“Brand Japan 2014” purchaser“Brand Asia 2013” purchaser

“Brand Asia 2014” only JPYJPYJPY

(Excl. VAT)(Excl. VAT)(Excl. VAT)

DeliverablesDatabook (JP / EN)- Overview report for each surveyed regions- Result Ranking (incl. factors scores)- Attributes of respondents- Questionnaire

Data CD-ROM (JP / EN)- All Result Ranking in Excel (.xlsx / .xlsm) format- Macro (cross tabulations re-creatable)- Macro (charts re-creatable & modifiable)

To Use Macros, Excel 2007 or later is required.

Our brand study projects

Project “Brand Japan” (2014): No.1 Brand Study in Japan Issued on March 2014

Gold Edition (for detailed analysis) JPY (Excl. VAT)

1. For the past 14 years, “Brand Japan” has gained itself an acclaim of a No.1 Brand study.

2. Around 57,000 respondents evaluated almost major brands in Japan.

3. Scorering algorithm invented by leading spe- cialists of branding strategy ensures objective evaluation of each brand.

4. Common algorithm as Brand Asia, that enables inter-countries comparison. Analysis

report

Databook Data CD-ROM

Other brand studies (2014) (Available only in Japanese)

Analysis Reports Book Consulting services

Brand Japan

Corporate Message studyWeb BrandStudy

What is “real brand”?written by Ken’ ichi Yoshida

Ad-hoc surveyInner Branding consulting PR / CRM consulting

For further information, please contact:http://consult.nikkeibp.co.jp/consult/english/1-17-3 Shirokane, Minato-ku, Tokyo 108-8646 JapanTel. +81-3-6811-8310 Fax. +81-3-5421-9176E-mail: [email protected]

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