Asia’s Top 1,000 Brands survey shows promise in local brands

June 16, 2016 | 10:53

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Big multinationals continue to dominate the list of Top 1,000 brands in Asia, but more local firms have successfully improved their brand image, according to the annual Asia’s Top 1,000 Brands survey, the region’s comprehensive survey on consumer brand perception conducted by Nielsen.

This year’s results reveal that Samsung comes out on top as the most desirable brand in Asia for the sixth year in a row, followed by Apple (jumping two places to second), Sony, Nestle, and Panasonic, in this order. The second half of the Top 10 remains unchanged: Nike comes in at the 6th place, followed by LG, Cannon, Channel, and Adidas.

The annual Asia’s Top 1,000 Brands survey is the biggest and most influential of its kind, revealing which brands consumers value the most across the region. The report incorporates consumer brand perception surveys from 13 key regional markets across Asia and encompassed 14 major brand categories, from alcohol to financial services, consumer electronics to automotives, and more than 70 sub-categories.

Despite the market volatility and taut battle of brands in Vietnam, local enterprises have successfully gained ground. According to the results, there are 10 Vietnamese brands that appear on the Asia’s Top 1000 list, including Vietjet Air (490), Viettel (501), Petrolimex (512), Vinamilk (558), Mobifone (605), Trung Nguyen (626), Hao Hao (654), Vietnam Airlines (708), Vietcombank (753), and P/S (807). (See chart 1)

“I feel proud that local enterprises can now popularise their brands at the regional front. And if these enterprises continue to work on their brand reputation, keeping their promises, and offering the best products and services to customers, we believe that they will be able to grow from local heroes to regional giants, and eventually successful multinational contenders,” noted Nguyen Huong Quynh, Managing Director of Nielsen Vietnam.

By By Thanh Xuan

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