Samsung Trumps Apple as Asia’s Most Valued Brand

Thursday, 5 Jul 2012 | 12:04 AM ET

Samsung Electronics has emerged as the most valued brand by consumers in Asia, ending a four-year reign by Japanese competitor Sony and ahead of close rival Apple, according to a survey by research firm Nielsen and media magazine Campaign Asia-Pacific.

Jung Yeon-Je | AFP | Getty Images

The South Korean tech giant – which was in second place last year – toppled Sony which slipped two notches to rank third behind Apple , which moved up to the 2nd spot from the 6th. (Related link: How big is Apple?)

“The brand’s (Samsung) focus on high visibility marketing and advertising, as well as its commitment to developing brand presence in both new and mature markets has helped to give the brand a boost,” said Jolene Otremba, Reports Editor at Campaign Asia-Pacific.

The survey, which spanned across 12 markets in Asia, asked 4,800 respondents to disclose the brand they felt was the best or the most trustworthy in 14 major product and service categories.

Other tech names including Panasonic, Canon and LG, took spots in the top 10, reflecting surging consumer appetite for new gadgets in the region.

“If you look at the pace of innovation in consumer electronics, that’s what drives a lot of those brands rising to the top,” said Therese Glennon, Managing Director, Social & Brand Practice, Asia Pacific, Middle East & Africa at Nielsen.

Glennon, however, says that the most notable shift has been in global luxury retail brands, which have leaped up the rankings this year.

Noteworthy climbers in the luxury category include Louis Vuitton, Burberry, and Prada, which moved up between 84-271 spots in the 1000 brand ranking.

“The luxury brands are really emerging into the top and I think that’s a reflection of the companies seeing where the demand is lying – the wealth of the consumers rising here in Asia – and they want to capitalize on that,” Glennon said.

‘ChIndian’ Brands Struggle

While China and India are home to booming consumer markets, local brands continue to face challenges in gaining recognition, even in their domestic markets, according to the survey.

No single mainland or Indian brand made the top 100 section of Asia-Pacific Brands list – Chinese computer maker Lenovo and Indian dairy products manufacturer Amul were the closest to the top taking the 131st and 133rd spots, respectively, dropping 10 and 44 spots in the ranking from 2011.

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