Health supplement brands such as Doctor's Choice and Centrum emerged as the consumer's choice, with Panasonic and Philips for water purifiers, and Dettol and Swipe as fav-ourite household detergent brands.
The SuperBrands also saw an increase in the number of Korean brands emerging, particularly in the consumer electronics and household appliances sector. Strong marketing initiatives for Samsung and LG paid off with gold awards in the mobile phone, LCD/plasma TV, refrigerator and washing machine categories. Japanese brands were still strong, with Sony scooping the platinum award in the TV category.
The SuperBrands also saw an increase in the number of Korean brands emerging, particularly in the consumer electronics and household appliances sector. Strong marketing initiatives for Samsung and LG paid off with gold awards in the mobile phone, LCD/plasma TV, refrigerator and washing machine categories. Japanese brands were still strong, with Sony scooping the platinum award in the TV category.
"Korean companies have been very innovative, with high-quality, high-tech and state-of-the-art products, and marketing them very aggressively," said Simon Cholmeley, regional advertising director for Reader's Digest.
A number of new platinum winners emerged -- to qualify, brands must achieve a rating score of more than two times that of the nearest brand -- including DHL, Canon, Panasonic, Coca-Cola, Toyota, BMW, Mercedes-Benz and Cathay Pacific. The survey, which launched in 1999, has been making a push to raise its profile by partnering with select local dailies, including Apple Daily in Hong Kong and The Straits Times in Singapore.
"We endorse selected dailies to run advertising supplements on RDSB, for which they can approach winners to see if they would like to market their achievement," said Fiona So, regional research and advertising services director with Reader's Digest.
An extensive survey of 6,000 people across the region in Singapore, Hong Kong Malaysia, Taiwan, Thailand and the Philippines was carried out. International research and data company Nielsen Media Research was also brought on board for the second year running.