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Comprehensive Brand Study Across12 Regions in the Asia

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Comprehensive Brand Study Across12 Regions in the Asia (Excl. VAT) (Excl. VAT) (Excl. VAT) Comprehensive Brand study across12 regions in the Asia (Excl. VAT) ■Survey Overview ●Survey Objectives To survey and measure the brand strength of 60 major global brands in 12 Asian regions (China, India, Indonesia, Japan, Malaysia, Myanmar, Singapore, South Korea, Taiwan, Thailand, Turkey, and Vietnam), as well as to assess any regional differences and trends on factors such as favorable impression, usefulness, and quality of these individual brands. To conduct surveys on 40 brands in each of the surveyed regions to serve as benchmarks (focusing on local brands; none in Singapore/some of these local brands have international operations). ●Survey Policies and Composition Brand Asia employed the same assessment and analysis procedures used in Brand Japan, maximum scale brand evaluation survey project in Japan, which was conducted for the 14th time in 2014. The key data survey items used to calculate overall brand strength--and the covariance structure analysis--are consistent between the two surveys, drawing on Nikkei BP Consulting's expertise in evaluating brand strength. Brand Asia's work on this project consisted of surveying consumers in 12 Asian regions on brand value, including the collection of real-time data. ●Regions Surveyed China, India, Indonesia, Japan, Malaysia, Myanmar, Singapore, South Korea, Taiwan, Thailand, Turkey and Vietnam ●Survey Target Group Men and women, 20-50s (China, India, and Vietnam: 20-40s only; Indonesia and Myanmar: instead of "50s," the category was "50s and over") ●Survey Period December 2013 - January 2014 ●Details on survey target brands 1. A total of 100 brands were surveyed in each region and 60 global brands were surveyed in all regions. 2. In 11 regions, excluding Singapore, 40 primarily local brands were selected by each region and surveyed (some of these local brands have international operations). 3. The 60 global brands were limited to the following 10 sector industries: 1) Foods/Drinks, 2) FMCG (fast-moving consumer goods), 3) Clothing/Fashion items, 4) Automakers, 5) IT/Home electronics, 6) Internet-related, 7) Finance, 8) Restaurants, 9) Sporting goods, 10) Diversified management 4. As well as the above-mentioned industries, local brands were classified as "telecommunication", "media/entertainment", "retail", "transportation and distribution" and "other". ●Project Planning and Data analysis Nikkei BP Consulting ●Survey Methodologies & Sample sizes Region Target Cities Methodologies Sample Size China Beijing, Shanghai Internet survey 900 India Delhi, Mumbai, Kolkata, Chennai, Nagpur Street survey 1,000 Indonesia Jakarta Internet survey 600 Japan Tokyo, Osaka, others Internet survey 1,027 Malaysia Kuala Lumpur, Penang, Johore Internet survey 600 Myanmar Yangon, Mandalay Street survey 600 Singapore Singapore Internet survey 357 South Korea Seoul, others Internet survey 600 Taiwan Taipei, Taichung, Kaohsiung Internet survey 600 Thailand Bangkok, others Telephone survey 600 Turkey Istanbul, Ankara, Izmir Internet survey 575 Vietnam Hanoi, Ho Chi Minh Street survey 1,200 Copyright © 2014 Nikkei BP Consulting, Inc. All Rights Reserved. ●Path Diagram and Tabulation Information The Brand Asia survey utilizes the same covariance structure analysis as the Brand Japan survey. A path diagram used in the survey results analysis is shown below. The items in the white squares are the observable variables. These items, which are related to image, are presented to the respondents on the selected corporate brands. The respondents select the images they feel fit the brand. These results are then compiled into categories by image for each of the brands, from which the items in the rounded gray squares—latent variables (f0 to f4)—are calculated. The white numbers in the black squares (traversed by the black arrows) are the weighted coefficients calculated from the results of the covariance structure analysis. (The values shown underneath in italics are the weighted averages from the previous survey.) To ascertain overall brand competitiveness (f0), a methodology is employed to enable comparison between different regions with vastly different characteristics. Using the 60 brands surveyed across all regions as the base, the observed variable is standardized*1 for each region (average=0, standard deviation=1). Next, the value is standardized again for all regions. Then we find the corresponding weighted coefficients in the boxes traversed by the arrows, and the values are totaled for each arrow group. Finally, the standard score (average=50, standard deviation=10) is calculated to arrive at the latent variable score, which allows for effective comparison between regions. For convenience purposes, this edition also shows rankings by region. ――――――――――― *1 To exclude any impact of extremely minor items on variance, standard deviation values of less than 1 are counted as 1. Path Diagram 0.92 Like, favorite 0.95 0.86 Feel familiarity 0.96 f1: FRIENDLY 0.86 0.94 0.91 Would feel sad if disappeared 0.84 0.85 Feel empathy 0.91 0.96 Know, interested 0.98 0.80 Have used recently 0.96 f2: 0.80 CONVENIENT 0.97 0.84 Useful 0.82 f0: 0.85 Excellent quality OVERALL 0.83 BRAND STRENGTH 0.83 High status 0.78 0.80 Chic, stylish 0.89 f3: 0.77 OUTSTANDING 0.84 0.88 Has unparalleled charm 0.93 0.87 Has striking individuality 0.97 0.86 Is attracting attention now (timely) 0.90 0.95 f4: INNOVATIVE 0.89 Pioneering 0.95 0.80 0.82 Vigorous 0.84 Copyright © 2014 Nikkei BP Consulting, Inc. All Rights Reserved. ■Summary of Results [OVERALL AREA] The cross-regional Brand Asia 2014 survey analyzed the overall strength of main brands, differences among regions, differences in image trends, and other factors by measuring the image equity of respective brands in Asian countries in terms of their appeal, usefulness, sense of quality, and so on. The survey, consisting of a fixed questionnaire targeting general consumers, was conducted in 12 Asian regions: China, India, Indonesia, Japan, Malaysia, Myanmar, Singapore, South Korea, Taiwan, Thailand, Turkey (newly added this time), and Vietnam. The 2013 survey also included the Philippines, but this region was omitted this time in consideration of the huge typhoon damage suffered there in 2013. An aggregate total of 1,160 brands were surveyed: 60 common global brands for each of the 12 regions and 440 local brands (40 local brands selected by each region with the exception of Singapore; some of these local brands have international operations). Smartphone-related brands like Apple, Samsung, and Google rate highly in Asia; Japanese brands Sony and Honda continue to do well Table 1 shows the top 10 brands in terms of overall strength by region, and Table 2 shows the average overall strength ranking of the 60 global brands surveyed. The former table reveals that smartphone-related brands, such as Apple, Samsung, and Google, have strong brand power in Asia in general. The latter table shows that in addition to Coca-Cola, Japanese brands Sony and Honda continue from last time to be highly rated on average throughout Asia. The Brand Asia project calculates brand power in terms of four factors: outstanding, innovative, friendly, and convenient. Compared with the other factors, Apple, Sony, and Honda received especially high marks for “outstanding”, Google and Samsung for “innovative” and Coca-Cola for “friendly.” While possessing a core image, each of these brands scored well on average for the other factors as well; hence their substantial overall strength. Smartphone-related brands make rapid progress in Thailand Among the 60 global brands, Apple appeared most frequently in the top 10, doing so in 10 of the 12 regions (the exceptions being India and Myanmar). Apple also came top in the average overall score ranking, so it can be called the strongest brand in Asia. As well as newly surveyed Turkey, Apple also newly ranked in the top 10 in Thailand and Vietnam. The next most frequent brand to appear in the top 10 was Samsung, which did so in nine regions. As well as Turkey, Samsung newly moved into the top 10 in China and Thailand. And Google had a top 10 ranking in eight regions, newly appearing in Thailand as well as Turkey. In Thailand, Google came 3rd, Apple 4th, and Samsung 5th this time. In addition, the messenger application LINE, which was newly added as a local brand this time, ranked 9th. In the previous survey in Thailand, no smartphone-related brands made it into the top 10, and five of the top six brands were automobile companies. Once again this time, the top two places were occupied by automobile brands, Honda in 1st place and Toyota 2nd, but from 3rd place down there was a substantial changing of the guard. Until now the use of personal computers in Thailand has been Copyright © 2014 Nikkei BP Consulting, Inc. All Rights Reserved. limited to the business domain, and they have not spread among the general public. In response to the entering into the digital era and the rapid development of IT infrastructure, therefore, demand has increased for smartphones and tablet computers as a means of accessing the Internet, regardless of age group. The 2014 survey results are a reflection of this situation. Apple has good reputation in Indonesia, Malaysia, and Vietnam as well; LG rises rapidly in Myanmar The tendency for smartphone-related brands to receive high marks can be seen in other countries of the Association of Southeast Asian Nations (ASEAN) too, including Indonesia, Myanmar, and Vietnam as well as Malaysia. In Malaysia, Google came 1st, Samsung 2nd, and Apple 4th. In the previous survey, the top four spots were occupied by bank and automobile brands, and Samsung, Google, and Apple ranked 7th, 8th, and 9th, respectively. In Indonesia, Apple, which has been increasing its score year by year, came top this time. Nokia, which came 1st for the second consecutive year in 2013, dropped substantially to 20th place.
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