ASIA-PACIFIC, AUGUST 12, 2013 – Meaningful Brands in Asia Pacific beat the stock market by 120%, showing a more positive result compared to Europe and North America, according to Havas Media Group’s 2013 Meaningful Brands Study.
Even though 39% of brands in Asia Pacific have seen to improve people’s quality of life, statistics showed that disconnection between brands and people continues. 49% of the people would not care if brands disappeared.
Meaningful Brands measures benefits brands bring to consumers’ lives. Its scope includes 87 labels, and over 10,000 consumers in four Asia-Pacific countries. The study assesses impact brands make across 12 different areas of well-being (such as health, happiness, financial, relationships and community among others) for a full view of its effect on our quality of life.
In China, the top three brands in the Index are regional based: China’s online shopping website taobao.com, appliance and electronic air conditioners company Haier and mineral water company Nongfu Shanquan. Philips, Ikea, Coca-Cola, Unilever, P&G, Volkswagen and Kang Shifu instant noodles placed fourth to tenth, respectively.
Life insurance company LIC and food products Britannia topped India’s Index. Top 10 is completed by Cadbury, Sony, Samsung, Parle-G, Unilever, Tata, Airtel and Hyundai.
Two regional brands bagged first and third at Indonesia’s survey: Aqua and Indofood. Honda ranked second while Nestlé, Pepsodenr, Sorso and Susy Bendera ranked fourth, fifth, sixth and seventh. It was only in Indonesia that banks made the list: online banks BCA at #8 and Bank Mandiri at #9. Another automobile company, Toyota, managed to make the top 10.
In Japan, two international brands topped the list – P&G and Panasonic. Uniqlo ranked only third. Toyota, Sony, Kao Corp., Coca-Cola, Ikea, Nikon and Nitori follow after.
The study also reveals that majority believe that brands should play a role in improving the quality of life and well-being. People surveyed said that socially and environmentally responsible brands are more trustworthy -that brands should be actively involved in solving environmental problems.
The Havas study perceives that consumers will be more devoted in learning to develop new skills, adopting a healthy lifestyle and simplifying and organizing their lives.
