Chang Beer among 'favoured Asian brands' in S'pore
Thailand's Chang Beer is one of the top Asian brands in Singapore, according to a study by Influential Brands.
Bank of China, AirAsia, Garuda, Watsons and Din Tai Fung are also top Asian brands in the city-state.
International and regional brands leverage Singapore as the gateway to the East. Its consumer market is known for its trade environment, infrastructure, consumer affluence and lifestyle for many brands seeking to grow in the region and globally.
Mobility, besides the rising affluence of the Singaporean consumer and accessibility of low-cost carriers, has contributed towards greater exposure to various Asian brands.
Some top brands are from mainland China, Malaysia, Indonesia, Hong Kong, Taiwan, Japan and Thailand, including AirAsia and Toyota. The study on more than 4,000 consumers in Singapore is a consolidation of research since 2013.
“There is still an appeal for Asian brands amid the influx of international brands in Asia as a result of globalisation and internationalisation,” Jorge Rodri-guez, director of strategy for Influential Brands, said yesterday.
Consumers seek Asian auto brands for their efficiency and value.
The same is true for electronics, and recently, demand has been shifting to Chinese electronics brands such as Lenovo, Xiaomi and Oppo.
Consumer food brands such as Ah Huat White Coffee from Malaysia and Charoen Pokphand ready-to-eat food are widely appreciated in Singapore.
Communication requires a good understanding of each country’s culture and consumer dynamics, context and influences, Influential Brands says.
