David Blecken
Jun 30, 2010

Top 11-50 Brands

Coca-Cola and McDonald's narrowly miss a spot in the top 10 list. Here is a brief look at the rest of the most influential brands ranked in the top 50 for Asia-Pacific.

Top 11-50 Brands

11. Coca-Cola

Coke remains Asia's favourite soft drink, but slips two places on last year. Japan is the brand's top regional
market, followed by China. Its biggest drop was in Hong Kong, where it only just makes the top 100. The only
markets where it does not lead the category are Taiwan, where it continues to trail local brand Hey Song, and
Thailand, where Pepsi remains the beverage of choice-but by a smaller margin than in 2009.

2009 Ranking 10
Adspend US$566,516,216
Main markets Regional
Major categories Soft drinks

12. McDonald's

The past year has seen the fast food chain build on an already strong presence in the region. In particular, popularity has soared in Taiwan and Korea.

It remains strong in Singapore, but it has ground to make up in China, where it continues to trail Kentucky Fried Chicken (KFC). In Japan, the brand continues to experiment with premium positioning, having launched specialised outlets for popular products and remodelled a number of its restaurants in more upscale districts of Tokyo with comfortable décor and furniture and mood lighting.

2009 Ranking 25
Adspend US$493,310,2746
Main markets Regional
Major categories Fast food

13. Nike

No move this year for Nike, but it holds on to the lead in its category for the third year running, trumping adidas and Puma. Its best performance is in China, where it climbs 17 places to 15 in terms of all brands. Acknowledging the media consumption habits of its target segment, the brand made some bold changes to its strategy in that market last year, investing over one third of its budget in digital. At the same time, it cut its spend on TV from almost 50 per cent to just 17.5 per cent. A recent online campaign in Japan featured Brazilian-Japanese footballer Marcus Tulio Tanaka and invited the public to submit messages of support for the Japanese World Cup team on Twitter.

2009 Ranking 14
Adspend US$99,695,374
Main markets Regional
Major categories Sports retail
 

14. Starbucks

No move this year for Nike, but it holds on to the lead in its category for the third year running, trumping adidas and Puma. Its best performance is in China, where it climbs 17 places to 15 in terms of all brands. Acknowledging the media consumption habits of its target segment, the brand made some bold changes to its strategy in that market last year, investing over one third of its budget in digital. At the same time, it cut its spend on TV from almost 50 per cent to just 17.5 per cent. A recent online campaign in Japan featured Brazilian-Japanese footballer Marcus Tulio Tanaka and invited the public to submit messages of support for the Japanese World Cup team on Twitter.

2009 Ranking 14
Adspend US$99,695,374
Main markets Regional
Major categories Sports retail

15. Honda

Honda drops five places this year, but maintains a convincing lead in the regional motorcycle category. Thai consumers demonstrate the most enthusiasm for the brand: it ranks seventh in that market. It is also strong in Malaysia, and in Japan enjoys a far higher overall ranking than Toyota. However, Honda needs to rebound in Australia, one of its key markets, where it has fallen by almost 40 places.

2009 Ranking 12
Adspend US$204,799,797
Main markets Regional
Major categories Car/Motorcycle

16. adidas

The German sportswear label moves closer to Nike in the rankings this year, but the brand has yet to regain the form it enjoyed around the Beijing Olympics two years ago. Nonetheless, China remains a key market, where it climbs seven places to 19. Its highest placement (13) is in Malaysia. Notable initiatives over the past year include the regional launch of a branded video platform, adidas. tv, to provide fans with product news and entertainment, such as exclusive interviews with athletes. In Japan, the brand has capitalised on increased public interest in running by offering a related consultation service. Other recent initiatives in the region include the development of adiZero, a training shoe designed to suit the ¡¥Asian foot'.

2009 Ranking 18
Adspend US$75,538,211
Main markets Regional
Major categories Sports retail

17. 7-Eleven

The world's largest chain store is also the region's strongest, scoring particularly well in Taiwan ¡X where it stays ahead of Family Mart ¡X Thailand, Hong Kong and Singapore. It has also upped the ante in China, where it has moved well inside the country's top 100 brands. The only major disappointment is in Malaysia, where it falls from 31 to 72.

2009 Ranking 17
Adspend US$84,677,174
Main markets Regional
Major categories Convenience store

18. Colgate

Colgate maintains its position as the region's top toothpaste brand, and moves up eight places in the rankings overall. Its strongest markets consist of Australia, Thailand and Malaysia. In Taiwan it ranks second after local competitor Darlie, and it has yet to make an impact in Japan, where Lion remains the top brand in the category. The brand is leveraging its high profile (it enjoys a global market share of around 45 per cent) to take the lead in emerging markets, which have outstripped growth in developed markets in the region three-fold. .

2009 Ranking 19
Adspend US$760,121,963
Main markets Regional
Major categories Toothpaste

19. Nokia

Although the Finnish brand drops out of the top ten this year, it has remained steady amidst increasingly fierce competition within the mobile and smartphone sector. It remains the brand to beat across in Asia, performing especially well in India. But having been Asia-Pacific's top brand overall three years ago, Nokia is now notably less prominent. In China it drops from 7 to 18, while in Singapore it falls 30 places to 39. While marketing activity has been relatively quiet over the past year, the brand recently rolled out a global campaign to promote its Ovi Maps satellite navigation system.

2009 Ranking 7
Adspend US$254,490,122
Main markets Regional
Major categories Mobile phone

20. Facebook

The ubiquitous social network keeps on growing despite privacy concerns and jumps almost 50 places to join the region's 20 foremost brands. Aside from China, where it remains blocked, and Japan and Korea, which both have well-established local equivalents, Facebook dominates its category. The brand is set to hit the 500 million-user mark by the end of the month.

2009 Ranking 67
Adspend US$130,025
Main markets Regional
Major categories Social networking

21. Lotte

The Korean confectionary brand has its strongest showing at home, but is also popular in Japan and Thailand. It ranks second in the sweet and candy and chewing gum tables.

2009 Ranking 21
Adspend US$142,975,174
Main markets Japan, Korea
Major categories Sweet and candy

22. Microsoft

While Microsoft's ranking has slipped in several markets, it performs well in China, rising 10 places to 31. The launch of products such as Bing have not had as big an impact on Asia as elsewhere, but the recent media-driven pitch for Windows in China shows its aim to raise regional visibility.

2009 Ranking 26
Adspend US$49,193,104
Main markets Regional
Major categories Software

23. Sharp

While Sharp remains in the top 10 in Japan, its presence is weaker elsewhere. It has fallen dramatically in China and India, and its highest overseas ranking is in Malaysia at 39.

2009 Ranking 15
Adspend US$256,195,533
Main markets Regional
Major categories Fast food

24. KFC

KFC maintains an edge over McDonald's in China and in Thailand, where it is considerably more popular, but has yet to make a strong impact in India.

2009 Ranking 46
Adspend US$1,193,383,320
Main markets Greater China, Southeast Asia
Major categories Automotive/Motorcycle

25. Hitachi

Hitachi remains a force to be reckoned with in the white goods sector. Its top products are washing machines and air conditioners; key markets include Japan, Taiwan and Hong Kong.

2009 Ranking 22
Adspend US$93,481,839
Main markets Regional
Major categories Electronics/White goods

26. Toshiba

Toshiba's key strength remains in the refrigerator category, where it ranks fifth overall and second in Thailand. It comes sixth in the washing machine and TV categories.

2009 Ranking 16
Adspend US$132,881,440
Main markets Regional
Major categories Electronics/White goods

27. Meiji

The Japanese brand improves on last year, scoring particularly well in the chocolate category, where it comes third. Its next best categories are sweet and candy and snack foods.

2009 Ranking 29
Adspend US$181,572,094
Main markets Regional
Major categories Food and drink

28. Chanel

The luxury label climbs the table, again dominating the women's fashion and perfume categories. Its top market is Korea.

2009 Ranking 37
Adspend US$128,178,959
Main markets Regional
Major categories Fragrance/Luxury fashion

29. Maggi

Maggi continues to lead the instant noodle category. Its highest profile is in Australia, India and Malaysia.

2009 Ranking 35
Adspend US$38,055,017
Main markets Regional
Major categories Instant noodle

30. Nikon

Nikon remains one of Asia's leading camera brands, although it is trumped by Sony in its core category. In Japan, it falls well behind Canon. However, a bright spot is China, where it moves up 14 places. Other relatively strong markets include Hong Kong and India.

2009 Ranking 30
Adspend US$104,487,605
Main markets Regional
Major categories Camera

31. Nintendo

Nintendo leaps 35 places to finally topple Sony's Playstation at the top of the gaming console category. It is the top choice for consumers in half the markets surveyed, and its weakest profile is in India, where it ranks fourth.

2009 Ranking 68
Adspend US$164,310,500
Main markets Regional
Major categories Gaming console

32. Mitsubishi

The Japanese giant climbs the table thanks to a strong showing in all the white goods categories. Its top ranking is in the air conditioner category.

2009 Ranking 38
Adspend US$70,152,147
Main markets Regional
Major categories White goods/Car

33. Yamaha

Yamaha jumps 11 places overall and retains a strong position in the motorcycle category ¡X just behind Honda in second place.

2009 Ranking 43
Adspend US$53,343,663
Main markets Regional
Major categories Motorcycle

34. Shiseido

Shiseido is still the region's top cosmetics brand, and enjoys an especially high profile in the domestic Japanese market, Hong Kong and Taiwan. It also scores well in the skincare category for both women and men, although it has less of a presence in the shampoo sector.

2009 Ranking 41
Adspend US$225,060,260
Main markets Regional
Major categories Cosmetics

35. Pepsi

Despite some high-profile marketing initiatives, Pepsi remains overshadowed by Coca-Cola across the region. It still has the edge in the soft drinks category in Thailand, and has a respectable showing in China ¡X although it has slipped thirteen places in that market overall to 21. In particular, the brand has work to do in Hong Kong, Korea and Taiwan, where it fails to break into the top 100.

2009 Ranking 34
Adspend US$299,061,866
Main markets Regional
Major categories Soft drink

36. Dove

Dove performs well in the shower gel and shampoo categories, but is not as prominent in female skincare. It is strongest in China and Australia.

2009 Ranking 32
Adspend US$210,837,181
Main markets Regional
Major categories Shampoo/Skincare

37. Cadbury

The British company continues to top the regional rankings in the chocolate category ¡X the only one it competes in.

2009 Ranking 40
Adspend US$285,860,060
Main markets Regional
Major categories Chocolate

38. Toys"R"Us

Toys"R"Us climbs back up the rankings, having dropped its profile somewhat last year. It continues to rate as the top toy retailer, its top markets being Australia, Hong Kong and Singapore.

2009 Ranking 47
Adspend US$1,909,001
Main markets Greater China, Southeast Asia
Major categories toy store

39. Uni-President

The Taiwanese company grows in stature this year and is the region's third most popular instant noodle brand behind Maggi and Nissin. In its home market it is the second-highest profile brand overall; China is its next biggest market. 2009 Ranking 59 Adspend US$122,996,099 Main markets Greater China Major categories Instant noodle

2009 Ranking 35
Adspend US$38,055,017
Main markets Regional
Major categories Instant noodle

40. Lipton

Despite dropping ten places, Lipton continues to lead the regional tea category. It ranks highest in Australia, Malaysia and Singapore, but trails Tata and Oishi in India and Thailand. 2009 Ranking 31 Adspend US$148,227,646 Main markets Regional Major categories Tea

2009 Ranking 35
Adspend US$38,055,017
Main markets Regional
Major categories Instant noodle

41. Pampers

Rising six places on last year, the P&Gowned brand is once again top of its category. It scores well in nearly all markets surveyed, the top being Taiwan. 2009 Ranking 48 Adspend US$196,807,243 Main markets Regional Major categories Daiper

2009 Ranking 35
Adspend US$38,055,017
Main markets Regional
Major categories Instant noodle

42. Rolex

The watch brand's investment in sponsorship over the past year has helped raise its profile. It is the preferred brand in its category with a strong presence in all markets except Australia and India.

2009 Ranking 50
Adspend US$54,078,428
Main markets Regional
Major categories Watch

43. Toyota

A difficult year sees Japan's biggest brand plummet 20 places, but its sheer scale helps it retain the highest profile within its category.

2009 Ranking 24
Adspend US$406,899,112
Main markets Regional
Major categories Car

44. Watsons

The Hong Kong-based retail chain is the pharmacy brand to beat across the region. It is also recognised for its pharmaceutical products and mineral water.

2009 Ranking 33
Adspend US$17,609,443
Main markets Greater China, Southeast Asia
Major categories Chemist/Bottled water

45. Nescafe

Nescafe maintains the lead in the coffee sector, ranking highest in Australia and India.

2009 Ranking 23
Adspend US$136,952,955
Main markets Regional
Major categories Coffee

46. Shell

The petroleum brand tops its category, performing best in Malaysia¡Xwhere it trumps domestic giant Petronas ¡X Singapore, Australia and Hong Kong. 2009 Ranking 56 Adspend US Main markets Major categories

2009 Ranking 56
Adspend US$38,785,681
Main markets Greater China, Southeast Asia
Major categories Petrol/Gas station

47. DHL

The German logistics company outperforms its key competitors once again this year. Consumers ranked it most highly across Hong Kong, Singapore and Malaysia.

2009 Ranking 45
Adspend US$8,322,909
Main markets Regional
Major categories Courier

48. Michelin

An improvement on last year for Michelin, with the tyre brand scoring highest in the China market. Distinctive branding helps it maintain the lead in its category, and while it lacks profile in markets like Japan and Korea ¡X which have strong domestic competitors ¡X it has raised awareness among consumers in Malaysia, Thailand, Taiwan and Singapore. The company launched a major global advertising campaign last October.

2009 Ranking 60
Adspend US$18,784,734
Main markets Regional
Major categories Tyre

49. Philips

The Dutch brand faces a big challenge in the region from its Japanese and Korean competitors, and this year slides down the rankings. Nonetheless, it has a relatively good presence in India and Singapore.

2009 Ranking 28
Adspend US$89,124,497
Main markets Regional
Major categories Consumer electronics

50. Epson

Epson maintains a steady showing in the printer category, although awareness is down on last year. It performs well in Japan and Taiwan.

2009 Ranking 36
Adspend US$74,361,778
Main markets Regional
Major categories Office equipment

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