The results are in and set to be revealed today for the 17th version of our eagerly anticipated in-depth study, produced by Campaign Asia-Pacific in partnership with Nielsen.
Asia's Top 1000 Brands is a survey of consumer opinions across 14 markets in Asia-Pacific, assessing brand preference in 15 product/service categories. It is a fascinating temperature gauge, showing which brands are succeeding with their marketing and brand-building efforts, and which aren't managing to land their names 'top of mind' as customers' favourites.
Every year, the receipt of this data sends our editorial team into analytical overdrive, as we scour the tables for the most interesting trends and insights across categories and markets.
The 2020 survey, undertaken as the COVID-19 pandemic was spreading across APAC, has again unearthed some interesting trends and storylines.
STORYLINES TO WATCH
- Will Samsung retain its grasp on the #1 spot for a ninth year straight?
- A perennial brand favourite fell out of the Top 5 for the first time ever. Which is it?
- Can fast-growing Chinese brands continue to supplant Japanese stalwarts?
- The social-media brands that dominate messaging in Asia.
- How sustainability has become a bellwether for top-performing brands.
WHAT YOU'LL BE ABLE TO DO
- Explore the full top 1000 list.
- Watch as we reveal the top 100 brands in each of 14 markets.
- Analyse a single brand's performance from 2004 to 2020.
- Compare the performance of multiple brands from 2004 to 2020.
- Compare the performance of the top brands in a specific category over the years.
- Watch some of the region's biggest and longest-lasting brand rivalries play out.
- View the full top 1000 lists from past years.
- Read analysis on key consumer verticals and the brands making waves in each.
- Read about what local brands are doing to challenge multinationals in each market.
WHAT'S NEW THIS YEAR?
1. Sustainability ranking
Aside from the main questions asked to consumers (see methodology section below), we asked two extra questions in 2020. For the first time, we asked APAC consumers to name brands with strong sustainability records:
What brand has the best record on sustainability? (By sustainability we mean brands that are environmentally friendly and operate in a socially conscious way in their communities).
We also repeated a question we've asked since 2018, getting consumers' opinions about which local brands resonate most in their home markets. The results from these questions give us another facet of insight into consumer brand choice. We'll be sharing the results as we release our analysis content in coming weeks.
2. Visual gallery of brand movers
Peruse our visual gallery of this year's biggest brand moves—for better or for worse. Easily see which household names lost some lustre, and which relative unknowns started making names for themselves. In addition to the most extreme swings across the entire top 1000, we'll drill down to examine the most significant moves within the top 100, the top 200, etc. We've compiled lists of all the brands in the top 100 that moved by 10 or more spots, all in the second 100 that moved 20 or more, and so on.
3. New brand rivalries
This year we've overhauled our Brand Rivalries section, which shows you an animated timeline of the ups and downs for a pair of competitors. We've kept and updated the best rivalries, like Apple vs. Samsung.
But we've removed some of the older and now less relevant comparisons and added a series of new brand battles in their place:
- Grab vs. GoJek
- HSBC vs. Standard Chartered
- Tiger Beer vs. San Miguel
- Pocari Sweat vs. 100 Plus
- Cathay Pacific vs. Singapore Airlines
- Jetstar vs. AirAsia
Asia’s Top 1000 Brands aggregates data from an online survey developed by Campaign Asia-Pacific and global information and insights provider Nielsen.
The survey was conducted between February 21 and March 19, 2020.
The study explores consumer attitudes in 14 markets: Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, New Zealand, the Philippines, Singapore, South Korea, Taiwan, Thailand and Vietnam.
Research relies on a total of 400 respondents in each market. In Japan, India and China, participants number 800, 1200 and 2000, respectively.
To be representative of market populations, survey quotas target age, gender and monthly household income.
The study encompasses 15 major categories: alcohol; apparel and accessories; automotive; beverages; consumer electronics; courier services; financial services; food; home appliances; household and personal care; media and telecommunications; restaurants; retail; sports properties; and transpor, travel and leisure. WIthin these major categories there are 84 sub-categories.
Categories and sub-categories change a bit each year. This year we added a new messaging service sub-category under the media & telecommunications category.
Participants gave their response to the following questions:
Question 1: “When you think of the following category, which is the best brand that comes to your mind? By best, we mean the one that you trust the most or the one that has the best reputation in this category.”
Question 2: “Apart from the best brand that you entered, which brand do you consider to be the second best brand in the category?”