Consultant survey finds Coke's brand image in top 10 in 6 markets
In a brand-image survey, Coca-Cola did very well over a wide area, coming second in the Philippines, fourth in India and South Korea, fifth in Thailand, seventh in Myanmar and eighth in China, according to Nikkei BP Consulting Inc.
Apple came first in Singapore and mainland China and finished in the top 10 in Taiwan, South Korea and Malaysia.
Samsung placed first in South Korea and third in Singapore and maintained a strong brand presence in Myanmar, Vietnam, India and Malaysia.
Google was tops in Taiwan and had a striking presence in Singapore, Vietnam and Malaysia.
The company surveyed 12 regions in Asia from October to January, measuring the images of individual brands in these regions, such as their friendliness, usefulness and perceived quality.
Differences and trends
It investigated regional differences and image trends and evaluated the overall strength of major brands across the board.
The quantitative survey targeted ordinary consumers in mainland China, India, Indonesia, Japan, South Korea, Malaysia, Myanmar, the Philippines, Singapore, Taiwan, Thailand and Vietnam.
Evaluation was undertaken for 60 global brands common to the 12 regions and other selected brands centred on local brands in each region.
The Brand Asia 2013 survey used the analytical method of the Brand Japan survey, which is conducted annually by Nikkei BP Consulting and is the largest brand-evaluation survey in Japan.
Brand strength was calculated and analysed by condensing 15 items of brand image into four factors and using the same measurement in all of the 12 regions.
