Nikkei BP Consulting Releases Brand Asia 2013 Survey Results

Tokyo, Japan, Wednesday, June 12, 2013 -- Nikkei BP Consulting Inc., located in Minato-ku, Tokyo, has released and put on sale in Japan on May 20 a report of the results of its Brand Asia 2013 (*2) survey, a brand evaluation project covering 12 regions in Asia. The survey measured the images of individual brands in these regions, such as their friendliness, usefulness, and perceived quality, investigated regional differences and image trends, and evaluated the overall strength of major brands across the board.

The quantitative survey targeted ordinary consumers in 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 center on local brands in each region (40 brands; 20 brands in Malaysia; none in Singapore).

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. Apple came first in Singapore and China and also finished in the top 10 in Taiwan, South Korea, and Malaysia. Samsung came first in South Korea and third in Singapore and also maintained a strong presence in Myanmar, Vietnam, India, and Malaysia. Google came first in Taiwan and also had a striking presence in Singapore, Vietnam, and Malaysia.

*1 Nikkei BP Consulting: Fully owned by Nikkei BP, Nikkei BP Consulting engages in consulting and contents-related marketing and solutions, including the implementation of surveys and consultations, planning and editing, and production. It was founded on March 1, 2002, and has capital of 90 million yen.

*2 Brand Asia 2013: This survey, conducted from October 2012 to January 2013, used the analytical method of the Brand Japan survey, which is conducted annually by our company and is the largest brand evaluation survey in Japan. Brand strength was calculated and analyzed by condensing 15 items of brand image into four factors and using the same measurement in all of the 12 regions.

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