What are the SuperBrands in the eyes of Asian consumers? The only survey of its kind in Asia, Reader’s Digest (NYSE: RDA RDB) second annual Asia’s SuperBrands Survey sheds light on the consuming preferences in six markets including Hong Kong, Malaysia, the Philippines, Singapore, Taiwan and Thailand. Over 6,000 people selected their most preferred Lifestyle and Everyday products by answering a questionnaire inserted randomly into November issues of Reader’s Digest English, Chinese and Thai editions.
Winners were identified in each category to receive Gold SuperBrand and Platinum SuperBrand awards for each local market and for all of Total Asia. To achieve Gold SuperBrand status, brands needed to reach high scores on both quantitative and qualitative scales and perform significantly above other brands in the same category in the areas of quality, value, trustworthiness, image and understanding of customer needs.
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In most cases, three SuperBrands were selected from each category while Platinum SuperBrand awards went to brands that achieved a score of three times or more than that of the nearest brand in their category.
Big winners throughout Total Asia for Lifestyle categories included Panasonic, Sony and Canon, who attained SuperBrand status in nearly every category for home entertainment devices, cameras and home/office equipment. Acer, Compaq and IBM were chosen as favorite computer brands. For hotel, Gold Award Winners went to Hilton, Holiday Inn, Hyatt, Mandarin Oriental and Shangri-la.
In the Everyday categories, Maggi and Knorr shared SuperBrand wins for soup, seasoning products and instant stock. Maggi was also selected for best instant noodles, together with Mama and Nissan. Evian was the only bottled water to meet SuperBrand standing throughout total Asia. Nestle was also a big winner, recognised for its popular brands of tea, coffee, cereal, milk products, and baby food.
The survey was conducted by independent research company Asian Commercial Research Ltd. Out of a total of 82,000 questionnaires that were randomly distributed in the six markets, a tremendous overall response rate of 7.4% was achieved. More than 9,000 brands were named overall, with 140 reaching the status of SuperBrands in 41 categories.
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By GlobalDataThe following website features details of the winning SuperBrands: www.rdasiasuperbrands.com
