David Blecken
Jun 30, 2010

Top 50-100 Brands

Well known brands from across all the major categories and markets complete the list of the top 100 most influential brands in Asia-Pacific.

Top 50-100 Brands

51. Parker

Parker still leads the field in the pen category ahead of higher-end rival Mont Blanc. Its status has risen in China, India and Singapore.

2009 Ranking 57
Adspend US$868,760
Main markets Regional
Major categories Pen
 

52. Lux

Unilever's Lux dominates the shower gel and soap category, but has ground to make up on rival shampoo brands in the region. It performs well overall in China, rising up the rankings to 48, and falls within the top 100 in India, Malaysia, Taiwan and Hong Kong.

2009 Ranking 42
Adspend US$569,476,612
Main markets Regional
Major categories Shampoo

53. Bridgestone

The Japanese tyre brand is the domestic favourite and ranks second overall. Elsewhere, its leading markets are Australia, Hong Kong and Thailand.

2009 Ranking 62
Adspend US$87,888,615
Main markets Regional
Major categories Tyre
 

54. BMW

Ranking second in the automotive category, BMW has stood strong over a turbulent year for the industry. While its appeal has diminished somewhat in markets like Japan, it performs well in China, Malaysia and Singapore.

2009 Ranking 52
Adspend US$150,893,976
Main markets Regional
Major categories Car
 

55. Darlie

The Taiwanese toothpaste remains extremely popular across Asia, ranking just behind market leader Colgate.

2009 Ranking 51
Adspend US$335,742,870
Main markets Greater China, Southeast Asia
Major categories Toothpaste
 

56. Nivea

Beiersdorf-owned Nivea again leads the male skincare category, but falls behind rivals Olay, SK-II and Shiseido in the female equivalent. The brand is strongest in Thailand, where it ranks tenth overall, and also has a good presence in Australia, Malaysia and India.

2009 Ranking 55
Adspend US$341,660,069
Main markets Regional
Major categories Skincare
 

57. L'Oreal

The French company falls just behind Nivea in both the male and female skincare categories, and performs well in the cosmetics sector, where it ranks second to Shiseido. In this category it is the preferred brand in both China and Singapore.

2009 Ranking 53
Adspend US$1,288,388,762
Main markets Regional
Major categories Cosmetics/Beauty products
 

58. FedEx

FedEx is the region's second most popular courier. It is strongest in Singapore, but also does well in Hong Kong, Thailand, Malaysia and Korea.

2009 Ranking 65
Adspend US$39,738,878
Main markets Greater China, Southeast Asia
Major categories Courier
 

59. Marlboro

Marlboro is the region's favourite cigarette brand by some distance. It is most popular in Hong Kong and Thailand, where it climbs the rankings this year. Other standout markets include Singapore, Malaysia and Korea.

2009 Ranking 54
Adspend US$8,194,479
Main markets Regional
Major categories Cigarette
 

60. Playstation

Playstation falls behind Nintendo in a highly competitive sector, but remains the leading console brand in India and Malaysia. It is weakest in Thailand.

2009 Ranking 27
Adspend US$19,266,203
Main markets Regional
Major categories Gaming console

61. Haagen-Dazs

The US brand again dominates the ice cream category. While it fails to make much of an impression in Australia or Korea, it enjoys a high profile in Hong Kong, Japan, China and Singapore.

2009 Ranking 75
Adspend US$42,682,621
Main markets Regional
Major categories Ice cream
 

62. Dell

While it slides down the rankings this year, Dell remains the region's second most popular computer brand, behind Hewlett-Packard. It scores well in Australia and India. It is less recognised for its printers, ranking ninth in the category overall. 

2009 Ranking 44
Adspend US$159,008,941
Main markets Regional
Major categories Computer
 

63. Visa

Visa solidifies its position as the region's top credit card, although it continues to face a challenge in Korea and Thailand, where it is trumped by strong local providers.

2009 Ranking 71
Adspend US$122,055,962
Main markets Regional
Major categories Credit card
 

64. Gucci

Gucci performs well across the luxury fashion, women's fashion and women's shoe categories, where it ranks second. It has lower awareness in the men's fashion and shoes categories. The brand's strongest market is Hong Kong, followed by Korea and Taiwan.

2009 Ranking 64
Adspend US$30,822,790
Main markets Regional
Major categories Luxury fashion retail
 

65. Huggies

The Kimberley-Clark diaper brand is second in its category, beating market leader Pampers across Australia, India and Korea.

2009 Ranking 63
Adspend US$28,525,401
Main markets Regional
Major categories Diaper
 

66. Air Asia

A strong brand image, driven by flamboyant founder Tony Fernandes, and good integration of marketing on and offline have contributed to Air Asia's domination of the budget airline sector. The brand understandably has the strongest profile in its core markets of Malaysia and Singapore.

2009 Ranking 79
Adspend US$21,481,771
Main markets Regional
Major categories Budget airline
 

67. Dior

The luxury brand is best known for its fragrances, ranking second after Chanel. It falls within the top 10 in the luxury fashion and women's luxury fashion categories, but fails to do so in the cosmetics sector. The brand scores highest in Hong Kong, Taiwan and Thailand.

2009 Ranking 74
Adspend US$123,129,021
Main markets Regional
Luxury fashion retail Instant noodle

68. Gatorade

The Pepsico brand moves up the rankings to overtake Pocari Sweat as the region's most popular sports drink. It is most popular in Australia and Korea, and breaks into the top 100 in China, Singapore and Thailand.

2009 Ranking 94
Adspend US$31,388,898
Main markets Regional
Major categories Sports drink
 

69. Pocari Sweat

Despite losing out to Gatorade in its core category, the Japanese ¡¥ion supply drink' moves up the rankings overall. Its highest placement is in Hong Kong at 29; it also outranks Gatorade in its home market, Korea and Taiwan.

2009 Ranking 87
Adspend US$16,013,162
Main markets Regional
Major categories Sports drink
 

70. Mercedes Benz

No move on last year for the German carmaker. It remains behind BMW in third place in its category overall, and has been overtaken by the brand in Hong Kong, its most successful market.

2009 Ranking 73
Adspend US$180,524,394
Main markets Regional
Major categories Car
 

71. Kao

The Japanese FMCG company operates across a number of household and personal care categories, but ranks highest for its detergent and shower gel products. It also makes an appearance in the shampoo category, where it comes ninth. It is strongest in the domestic market.

2009 Ranking 61
Adspend US$485,062,750
Main markets Greater China, Southeast Asia
Major categories Detergent/Shampoo
 

72. Sony Ericsson

The joint-venture ranks third in its category. It is aiming to step up competition in Korea with the launch of the Xperia X10 smartphone.

2009 Ranking 39
Adspend US$51,892,557
Main markets Regional
Major categories Mobile phone
 

73. Amul

The Indian dairy brand ranks fourth regionally, and is top in its category in its home market, where it is the fourth biggest brand overall.

2009 Ranking 83
Adspend US$10,968,887
Main markets India
Major categories Dairy products
 

74. SIA

The carrier maintains its edge on Cathay Pacific as regional leader. Other than at home, where it ranks fifteenth overall, its profile is highest in Malaysia.

2009 Ranking 72
Adspend US$33,035,341
Main markets Greater China, Southeast Asia
Major categories Airline
 

75. Sanyo

The Osaka-based electronics company falls well behind domestic rivals across most sectors it competes in. Its highest scores are in the camcorder and washing machine categories.

2009 Ranking 70
Adspend US$17,831,655
Main markets Regional
Major categories White goods
 

76. Acer

With strong scores at home and in Thailand, the Taiwanese brand moves up one place in the computer category, finishing ahead of Sony in third.

2009 Ranking 76
Adspend US$17,410,022
Main markets Regional
Major categories Computer
 

77. Pantene

The P&G shampoo retains the lead in its category. Its strongest performance is in Thailand, but it is also popular in Australia and India.

2009 Ranking 78
Adspend US$513,219,615
Main markets Regional
Major categories Shampoo
 

78. Citi

Citi has made significant progress in Taiwan and Malaysia, where it climbs almost 80 places, and it ranks well above HSBC in Singapore.

2009 Ranking 96
Adspend US$39,164,078
Main markets Regional
Major categories Bank
 

79. Heinz

Heinz trails Maggi and Lee Kum Kee in the sauce and canned food category, but claims the lead in the baby food rankings. It has the highest level of consumer appeal in Australia, Singapore and China.

2009 Ranking 89
Adspend US$8,774,921
Main markets Regional
Major categories Canned food

80. Kraft

The foods giant leads the cheese and yoghurt category. Top markets include Hong Kong, Malaysia and Singapore.

2009 Ranking 114
Adspend US$40,137,028
Main markets Regional
Major categories Dairy products
 

81. HSBC

HSBC's strong regional presence ensures its lead in the banking category, ahead of Kookmin Bank and Maybank. It also comes fourth in the credit card rankings.

2009 Ranking 82
Adspend US$56,208,265
Main markets Regional
Major categories Bank
 

82. Nissin

While Nissin improves on last year's ranking, it remains behind Maggi in the instant noodle category. Its presence is strongest in Japan and Hong Kong.

2009 Ranking 86
Adspend US$77,675,545
Main markets Regional
Major categories Instant food
 

83. Wrigley's Arrow

Wrigley's ranking slips somewhat this year, but the US brand still outstrips Lotte as the region's chewing gum of choice. It is rated especially highly by consumers in Malaysia, Australia and Hong Kong.

2009 Ranking 69
Adspend US$166,373,874
Main markets Regional
Major categories Chewing gum
 

84. Guardian

Its reach is not as broad as Hong Kongbased retail conglomerate Watsons, but Guardian ranks as the region's second biggest pharmacy brand. Its key markets are Malaysia and Singapore.

2009 Ranking 90
Adspend US$4,342,791
Main markets Southeast Asia, Australia
Major categories Chemist
 

85. FamilyMart

The convenience store chain moves into the top 100 this year, coming just behind 7-Eleven in its category. The brand's highest ranking is in Taiwan, but it also has a respectable level of awareness across the markets of Korea, Japan and Thailand.

2009 Ranking 104
Adspend US$12,604,528
Main markets Taiwan, Thailand
Major categories Convenience store
 

86. Johnson & Johnson

Having made its debut in the top 100 last year, the personal care conglomerate fares less well this time around. Its best showing is in the shower gel category, where it comes third overall It also ranks as one of the region's top 10 diaper brands.

2009 Ranking 58
Adspend US$317,016,620
Main markets Regional
Major categories Toiletries
 

87. Morinaga

Morinaga is a major chocolate brand in Japan, but regionally it is better known for its sweet and candy products. The brand ranks fifth in this category.

2009 Ranking 115
Adspend US$91,222,826
Main markets Japan, Greater China
Major categories Dairy products
 

88. AIA

The Hong Kong-based insurance giant is the region's first choice. Apart from Hong Kong, Singapore and Thailand are its top markets.

2009 Ranking 84
Adspend US$44,611,802
Main markets Regional
Major categories Insurance
 

89. NTUC

The National Trades Union Congress is a leading player in the supermarket category in Singapore.

2009 Ranking New entry
Adspend US$18,643,800
Main markets Singapore
Major categories Supermarket
 

90. Ferrero Rocher

The Italian chocolate brand benefits from a well-developed gifting culture in China and Taiwan, scoring particularly highly in both markets. It is the region's second-favourite chocolate overall.

2009 Ranking 102
Adspend US$42,819,335
Main markets Regional
Major categories Chocolate
 

91. MasterCard

MasterCard is Asia-Pacific's secondhighest ranked credit card, but it falls outside the top 100 in all markets surveyed except Australia.

2009 Ranking 107
Adspend US$25,762,150
Main markets Credit card
Major categories Instant noodle
 

92. Kellogg's

The cereal giant jumps to the front of the category, beating Quaker and Nestle. It has a following in Australia, Korea and Singapore.

2009 Ranking New entry
Adspend US$98,185,651
Main markets Regional
Major categories Cereal
 

93. Cathay Pacific

Cathay moves up the table to sit behind Singapore Airlines in the full-service category. Unsurprisingly, it scores highest in Hong Kong, but also performs well in Taiwan.

2009 Ranking 118
Adspend US$8,038,263
Main markets Regional
Major categories Airline

94. Daikin

Daikin has yet to regain its position as top air conditioner. However, it remains first choice in Singapore, and second in Japan, Taiwan and Thailand.

2009 Ranking 100
Adspend US$23,336,697
Main markets Japan, Singapore
Major categories Air conditioner
 

95. Heineken

The region's leading beer brand has benefited from a raised profile as an official sponsor of the FIFA World Cup. It is best liked in Taiwan and Thailand, while its lowest rankings are in Australia, India and Japan, where it competes with strong local brands. In Singapore, it recently rolled out an experiential marketing initiative around its new aluminium bottle.

2009 Ranking 97
Adspend US$14,461,928
Main markets Regional
Major categories Beer

96. Mont Blanc

The luxury pen's numerous extensions and charitable initiative with Unicef have helped raise its profile. It is popular in Singapore and Taiwan.

2009 Ranking 116
Adspend US$17,654,332
Main markets Regional
Major categories Pen
 

97. Quaker

The US cereal company enters the top 100 for the first time this year. It has a lower profile than Kellogg's, but is extremely popular in Taiwan, and relatively so in Hong Kong.

2009 Ranking 331
Adspend US$25,653,391
Main markets Malaysia, Singapore
Major categories Baby food
 

98. Head & Shoulders

The anti-dandruff shampoo brand moves up one place in the table this year. It ranks second after Pantene in the shampoo category, and rates highest among consumers in China, where it climbs furthest on last year.

2009 Ranking 99
Adspend US$468,201,354
Main markets Regional
Major categories Shampoo
 

99. MSN

Microsoft's MSN emerges third in the social networking category, but scores less well in the search and website rankings. It is most popular among users in Hong Kong and Taiwan. In Singapore, the company recently joined with MediaCorp to launch xinmsn, a portal combining the companies' platform's and services.

2009 Ranking 117
Adspend US$1,714,338
Main markets Regional
Major categories Email and IM/Search engine
 

100. Hyundai

The Korean carmaker makes its debut in the top 100 this year, ranking fifth in the domestic market (a rise of one place on last year) and in its category overall. Outside of the automotive industry, Hyundai is also a major credit card operator at home, and ranks thirteenth in the category.

2009 Ranking 113
Adspend US$139,792,237
Main markets Regional
Major categories Car
 

 

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