Two stars in particular stand out from the crowd, with eight out of the top ten recalled promotions featuring either NBA star Yao Ming or hurdler Liu Xiang. Over 60 per cent of respondents are paying particular attention to the recently injured Yao and 48 per cent to Liu. The third most popular star is basketballer Yi Jianlian ahead of diver Guo Jing Jing, though both bring in single digit figures.
Overall, Coca-Cola leads the awareness stakes with 37 per cent brand awareness, followed by Lenovo at 17 per cent. Yili and adidas, meanwhile, have succeeded in translating rising awareness figures into strong purchase intent.
Samsung and Johnson & Johnson, despite ranking in the top three in terms of media spend, do not break into the top five when it comes to brand awareness.
