Comprehensive Brand study 12 · In Myanmar, LG leapt from 24th place in the previous survey to 2nd...
Transcript of Comprehensive Brand study 12 · In Myanmar, LG leapt from 24th place in the previous survey to 2nd...
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Comprehensive Brand studyacross12 regions in the Asia
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(Excl. VAT)
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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
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●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
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■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
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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.
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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.
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Table 1: Overall Brand Strength Ranking (Regional Top 10 Brands)
Rank Brand INDUSTRYOVERALL
BRAND
STRENGTH
Rank Brand INDUSTRYOVERALL
BRAND
STRENGTH
Rank Brand INDUSTRYOVERALL
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.)
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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
WANT TO PURCHASE WANT TO RECOMMEND TO OTHERS
CHINA
INDIA
INDONESIA
WANT TO PURCHASE
MALAYSIA
MYANMAR
WANT TO PURCHASE WANT TO RECOMMEND TO OTHERS
WANT TO PURCHASE WANT TO RECOMMEND TO OTHERS
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% %
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
WANT TO PURCHASE WANT TO RECOMMEND TO OTHERS
WANT TO PURCHASE WANT TO RECOMMEND TO OTHERS
WANT TO PURCHASE WANT TO RECOMMEND TO OTHERS
TURKEY
VIETNAM
WANT TO PURCHASE WANT TO RECOMMEND TO OTHERS
WANT TO PURCHASE WANT TO RECOMMEND TO OTHERS
Global brands common to theregional surveys
(60 brands)
Other selected brands center onlocal brands in each region (40
brands; none in Singapore.)
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[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
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Brand Industry Brand Industry
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
Brand Industry Brand Industry
(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
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Brand Industry Brand Industry
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
Brand Industry Brand Industry
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
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Brand Industry Brand Industry
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
Brand Industry Brand Industry
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
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Copyright © 2014 Nikkei BP Consulting, Inc. All Rights Reserved.
Brand Industry Brand Industry
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
Brand Industry Brand Industry
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
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Copyright © 2014 Nikkei BP Consulting, Inc. All Rights Reserved.
Brand Industry Brand Industry
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
Brand Industry Brand Industry
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
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Copyright © 2014 Nikkei BP Consulting, Inc. All Rights Reserved.
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.
2. Usage restriction of the Report
Quotations or partial reproduction of articles and data in internal documents, such as meeting
documents are limited in the department that purchased the Report.
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For further information, please contact:
Brand Communication Department
NBF Platinum Tower, 1-17-3 Shirokane, Minato-ku, Tokyo 108-8646
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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]