Honda joins BMW, Mercedes and Toyota in the car category, Olympus muscles in into the camera category previously dominated by Sony and Canon while L'Oreal breaks Estee Lauder's monopoly hold on the cosmetics category. Brands such as Citibank, telco SingTel, AIA and DHL also made it to the list for the first time too, in new categories.
Simon Cholmeley, regional advertising director of Reader's Digest Asia, said the overall list contained few surprises. Previous winners -- Shangri-La Hotel, Singapore Airlines, Rolex, Parker, Coca-Cola, Campbell, Magnolia, Kelloggs, Nestle, Tiger Beer, Johnnie Walker and Martell -- are on the latest list since being named SuperBrands in 1999 when the awards were launched.
Reader's Digest worked with Nielsen Media Research for the first time this year to conduct the survey, with more than 1,000 people in Singapore participating.
Reader's Digest also conducted similar surveys in Taiwan, Hong Kong, Malaysia, Thailand and the Philippines. BMW, Shell, Nokia, Sony and Coca-Cola were among the brands which made it to the regional list.
Honda, Olympus gain recognition as SuperBrands
Honda, Olympus, and L'Oreal have made it to the Reader's Digest SuperBrands list for the first time this year.