Samsung Electronics has replaced Sony as the top brand in Asia, according to Asia’s Top 1000 Brands report of Campaign Asia-Pacific 2012. Sony, which reigned the ranking for four consecutive years, slipped to third spot. Apple Inc. (NASDAQ:AAPL) has jumped to 2nd place from 6th, helped by the popularity of iPads and iPhones.
The annual report compiled by research firm Nielsen and media magazine Campaign Asia-Pacific is considered the most influential survey of brands in Asia. The top five list is dominated by consumer electronics brands with Nestle being the only exception, which occupied fourth place. Panasonic took the fifth spot.
“The brand’s (Samsung) focus on high visibility marketing and advertising, as well as its commitment to developing brand presence in both new and mature markets has helped to give the brand a boost,” said Jolene Otremba, Reports Editor at Campaign Asia-Pacific.
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The survey was conducted in 12 key regional markets: Australia, mainland China, Hong Kong, India, Indonesia, Japan, Malaysia, Singapore, South Korea, Taiwan, Thailand and Vietnam. It covered 14 major products and services categories that were further divided into 73 sub-categories. 4,800 respondent were asked to name the best brand in each category. The results were then weighted accounting for age, gender and monthly household income of participants.
Therese Glennon, Managing Director at Nielsen thinks that the pace of innovation in consumer electronics and the surging consumer appetite for new gadgets drove electronics brands on the top. Canon and LG, two other electronic manufacturers place in the top 10.
However, in the two booming Asian markets – China and India, the local brands still struggle to gain recognition. The Chinese computer maker Lenovo came in at 131, while the leading Indian dairy products manufacturer Amul occupied 133rd place.
Globally, Apple is the most valuable brand, according to Millward Brown.