Source: Brand Alliance. The brand gallery at Marina Bay Sands is open until August 21st.
Brand Alliance, using its brand leadership platform Influential Brands, has announced the 2015 Asia’s Top Influential Brands. This announcement leverages consumer insights gathered from 2013 to 2015.
This year, the Asia’s Top Influential Brands awards expanded to include over 100 categories. These categories span various sectors, ranging from food and beverage (F&B) and fast-moving consumer goods (FMCG) to financial services and property development. To determine which brands were most influential in Asia, Brand Alliance examined consumer insights, branding qualities, social listening data, and brand impact. The company surveyed more than 4,000 consumers both in-person and online to evaluate brand favorability and top-of-mind awareness.
Singaporean brands continued to dominate the local market in 2015. Popular choices like BreadTalk, Mr. Bean, NTUC FairPrice, Pet Lovers Centre, SK Jewellery, and Jumbo Seafood achieved high recognition and positive consumer perception. Other notable Singaporean brands include Tiger Beer, UOB Bank, and Singapore Airlines, all highly regarded for their leadership in regional and global markets.
Increasing globalization and internationalization have led to a rise in well-traveled consumers. As affluence grows, so does exposure to and acceptance of Asian brands. Based on the combined research findings, market dynamics, including consumer preferences, brand trends, and country-specific brands, have changed noticeably over the past three years.
One of the most significant developments has been the emergence and expansion of Chinese brands in Singapore. These brands have transitioned from having little to no recognition in past years to becoming widely known among Singaporean consumers. Some, like smartphone brands Huawei (65.7% recognition) and OPPO (34.5%), Bank of China (66.2%) in financial services, e-commerce platform Taobao (51.2%), and China Eastern Airlines (39.3%), have become major players in their respective industries.
Southeast Asian brands, particularly those from Malaysia, Indonesia, and Thailand, also earned spots on the list. These brands are primarily in F&B, including PappaRich (62.3%) and Thai Express (80.8%), FMCG, such as Julie’s Biscuits (76.3%), and commodities sectors. Consistent with surveys from prior years, brands from Hong Kong, namely Cathay Pacific Airways (77.1%) and Watsons (74.7%), maintained their leading positions in the branding landscape, with consumers holding these brands in high regard.
“It’s not unexpected that these are the leading brands in Singapore,” said Jorge Rodriguez, Director of Strategy at Influential Brands. “These outcomes show a shift in how consumers view brands, demonstrating a greater willingness to accept new brands regardless of their origin. The latest generation of consumers considers new factors when making decisions. In addition to traditional considerations like value and functionality, this generation factors in suggestions from reliable sources and brand credibility. This change presents a significant opportunity for Chinese brands to reposition themselves as the next generation of regional and global brands. The Influential Brands logo symbolizes consumer trust and acceptance and acknowledges the effort invested in building, sustaining, and strengthening these brands.”
The study indicated that brands with high recall and positive perception shared a similar approach to brand engagement. When factors were comparable (e.g., in the F&B category: location, convenience, and price), consumers were drawn to brands that established brand presence and likeability. These brands accomplished this through trustworthy channels and by offering products and marketing initiatives that aligned with consumer expectations. In highly competitive categories, brands with multi-generational appeal, such as Old Chang Kee, BreadTalk, and NTUC FairPrice, ultimately emerged as leaders in their respective categories.
Dedicated to recognizing brand excellence in Asia, Brand Alliance has taken an extra step this year. For the first time, the company has launched a brand gallery in Marina Bay Sands Singapore. This gallery, part of Brand Alliance’s consumer engagement strategy, features many of Asia’s Top Influential Brands. Visual displays tell the stories of each brand, and Brand Alliance representatives are available to provide further information. The gallery, located at The Shoppes at MBS Level 1 #L1-K1 (next to Carnivore Restaurant), is open to the public for free until August 21st, from 11 am to 7 pm daily.
Source: Brand Alliance. List in no order of preference or ranking.