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Digital companies gain ground in brand ranking, survey says
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AN increasing number of digital companies have made presence in a regional brand ranking report which assesses consumer attitudes toward brands from 14 major categories, according to a latest industry report.
A total of 18 brands that made to the top 100 Asia list belonged to consumer electronics and telecommunications categories, according to Asia's Top 1000 Brands study co-launched by trade magazine Campaign Asia and market research firm Nielsen. This is the 11th year of the release of the ranking.
The online survey covered 6,400 respondents in 13 markets with 1,200 in China.
Most consumer electronics firms and premium retail brands have managed to maintain their ranking while Internet companies such as Baidu and Tencent were among the fastest growing ones, said Georgia Zhuang, vice president of consumer research at Nielsen China.
Samsung is the top brand on the Asian ranking as well as the China ranking.
Generally, brands at the top positions are those who were deeply engaged with their consumers and focused on product and service experience, Nielsen's Zhuang pointed out.
Campaign Asia's research shows that digital channel is the only sector where marketers plan to increase their advertising spending this year versus 2013.
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