According to an annual survey conducted by the Asia Pacific chapter of global business magazine, Campaign, Samsung Electronics has once again managed to retain its number one position in terms of consumer brand perception among all major global multinationals operating in the continent. This marks the fifth consecutive time the South Korean consumer electronics company has come out on top in the Campaign Asia Pacific Asia’s Top 1000 Brands report. Other brands on the list include the likes of American tech giant, Apple, Japanese consumer electronics major, Sony and Swiss food and beverage company, Nestle among other highly popular multinational corporates. The report is the result of an international survey conducted by the publication in conjunction with New York-based marketing research firm, Neilsen Corporation (formerly AC Neilsen) in thirteen key markets in the Asia Pacific region, including, but not limited to, Japan, China, South Korea, Australia and India.
Meanwhile, even as Samsung retained its pride of place as the most desirable brand in Asia across product categories, American technology company, Apple, climbed two places on the chart to take the second spot overall. Meanwhile, Sony came in at number three, while Nestlé and Panasonic took the fourth and fifth places on the list respectively. Rounding off the top ten list are American sports goods company, Nike, South Korean consumer electronics company, LG Electronics, Japanese tech major, Cannon, French high fashion label, Chanel and German sports goods manufacturer, Adidas.
While Samsung continues to dominate the consumer electronics landscape in most regions around the world, the company has still been unable to break through in one of the largest economies in the world – Japan. What’s remarkable is that the company does not even feature in the entire list of the 100 top brands in the country, even though it takes the top slot in most other large markets in the region, like China and India. Either way, with Apple displacing Sony from number two in this year’s survey, it would be interesting to see how it all pans out between the two arch-rivals occupying the top two positions now. Only time will tell whether Samsung will be able to latch on to its number one position this time next year, or if Apple will be able to catapult itself to the top of the list.