Indiantelevision.com Team

(25 October 2006 4:00 pm)

MUMBAI: Mobile phone major Nokia, has spearheaded Asia's Top 1,000 Brands survey 2006 with Sony and Nestle following in second and third place respectively.

The annual survey has been released by media, advertising and marketing publication Media magazine and market research company Synovate.

Top 15 Brands in Asia's Top 1,000 Brands survey 2006

Haymarket Media Limited managing director and Media publisher Tim Waldron said, "This is the third year of the Asia's Top 1,000 Brands survey and it now acts as a brand health monitor for both local brands and global brands in Asia.

"Companies can assess trends and work to become one of the success stories - those brands that transcend numbers and words on paper and become a feeling in the minds' of
consumers across Asia."

Synovate Global head of Media Steve Garton said, "Synovate is delighted to have worked with Media on such a large-scale and revealing study. Together, we have provided a solid and credible public opinion poll on Asia's best brands.

"But why even look for 'best' brands? Basically, it's to learn. To find out what makes an ordinary, every day brand escalate to this kind of status. What do marketers have to do to
take their brands there? And step one in the process is to find out who's there already."

Asia's Top 1,000 brand listing is based on a proprietary survey conducted by Synovate for Asian Integrated Media in association with Media magazine. Nine markets were included in the third round of the survey - China, Hong Kong, Taiwan, the Philippines, Thailand, Malaysia, Singapore, India and Indonesia. Synovate interviewed people aged 15-64 years old, with sample sizes per market of 500, apart from China and India, where the sample was 750 across three and four top-tier cities respectively.

This is the third year of the survey and there are two significant differences to the methodology, these two key factors include:

1. The survey has become more comprehensive and now covers extra categories. This has changed the overall top brand rankings.
2. Instead of asking for the best international brand and best local brand for each category, the survey simply recorded the best and the second-best overall brands.

Synovate covered 15 major product and service categories: alcohol; financial services; automotive; cameras and electronic goods; clothing / fashion; toiletries / cosmetics; health; personal / business equipment and services; telecommunications; property; travel; food and beverages; sports / hobbies / toys; baby products; and household products. In total, 84 sub-categories were covered in the 2006 survey. The complete list of Top 1,000 brands, together with commentary, appeared in the Media Portfolio, issued to Media subscribers on 22 September 2006.