Chanel, Nike lead brand perception ranks in Asia for 2016

By

Benjamin Fitzgerald

Published
Jun 8, 2016

Chanel and Nike have topped the retail category for brand perception in Asia, according to the 2016 Top 1000 Brands report. 

Described as "the region's most comprehensive research on consumer brand perceptions" by creators Campaign Asia-Pacific, the ranking is an annual compilation of the most recognised companies.

Findings are based on consumer research and responses from Asia and Australia, which are then dissected into 13 specific APAC markets: India, Malaysia, Singapore and so on.

In conjunction with survey group Nielsen, participants gave responses to the following questions:

1. “When you think of the following category, which is the best brand that comes to your mind? By best, we mean the one that you trust the most or the one that has the best reputation in this category.”

2. “Apart from the best brand that you entered, which brand do you consider to be the second best brand in the category?.”

The Asia's Top 1000 Brands 2016 report revealed sports brand Nike as having best brand perception in the retail category, coming in sixth in the overall rankings. Nike also beat out Adidas who came in at number 10.

Chanel was the highest ranking fashion and luxury company for brand perception in Asia, sitting ninth on the global listing. 

But it was Samsung who received top brand honours in Asia, followed by Apple (#2), Sony (#3), Nestle (#4) and Panasonic in fifth position for overall brand perception.

Fashion brands making Asia's top fifty list included Gucci (#14), Calvin Klein (#22), Giorgio Armani (#37, Louis Vuitton (#43) and retailer Watsons (#45). 

The report also highlighted each brand's annual APAC advertising spend for 2016, which failed to dictate a company's position on the brand perception ladder.

Samsung spent $US1.1 billion on ads to secure top spot in the region, followed by the second-ranked Apple who spent just over half that amount with $666.4 million. Chanel's ad spend came in at $159.9 million. 

Despite Nike pipping Adidas in the ranks, the US firm parted with $40.8 million ad spend, compared to the $201.6 million spent by Adidas.