The 2010 Top Digital Brands survey, highlights some uncomfortable facts for Asia’s online marketers. The results of the TNS study show that online techniques are some of the least trusted forms of marketing; but they also suggest ways that a brand can build a highly credible presence on the internet.
In terms of awareness, the survey shows little change on last year, with multinational brands still dominating. Nokia, for example, is again consistently near the top of each country’s awareness table. But there are signs that local brands are raising their game online. In Thailand, where no local brand made the top 10 in last year’s survey, three Thai telcos appear in this year’s list. Malaysia’s AirAsia, meanwhile, gets the highest single-market awareness score of any brand in the survey. The exception appears to be China, where multinationals put in a stronger showing this year than they did in 2009.
2. Nokia
3. KFC
4. Coca-Cola
5. Nike
6. Sony
7. Samsung
8. adidas
9. Pizza Hut
10. Nestlé
11. Pepsi
12. Canon
13. Toyota
14. Heineken
15. Citibank
16. Olay
17. Honda
18. Philips
19. VISA
20. Head & Shoulders
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The full article was originally published as part of the Top Digital Brands Report in the 25 March 2010 issue of Media.
In terms of awareness, the survey shows little change on last year, with multinational brands still dominating. Nokia, for example, is again consistently near the top of each country’s awareness table. But there are signs that local brands are raising their game online. In Thailand, where no local brand made the top 10 in last year’s survey, three Thai telcos appear in this year’s list. Malaysia’s AirAsia, meanwhile, gets the highest single-market awareness score of any brand in the survey. The exception appears to be China, where multinationals put in a stronger showing this year than they did in 2009.
Top 20 regional digital brands
1. McDonald’s2. Nokia
3. KFC
4. Coca-Cola
5. Nike
6. Sony
7. Samsung
8. adidas
9. Pizza Hut
10. Nestlé
11. Pepsi
12. Canon
13. Toyota
14. Heineken
15. Citibank
16. Olay
17. Honda
18. Philips
19. VISA
20. Head & Shoulders
To read more, click here to subscribe to Media's print & e-Magazine.
The full article was originally published as part of the Top Digital Brands Report in the 25 March 2010 issue of Media.
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