Coca-Cola leads way for food and beverage industry in most popular brands survey
Sony has taken the title of Asia-Pacific’s most popular brand in Media’s 2008 Top 1000 Brands survey, with Coca-Cola (6th) and 7-Eleven (9th) the only two brands in the food and beverage industry to make the top ten. The findings were dominated by technology companies, but many food and beverage companies showed they still commanded strong public interest and support.
This year’s survey, conducted by TNS on behalf of Media Magazine, included Australia for the first time and found ‘cost’ and ‘environmentally friendly’ were two of the key reasons behind changes in brand perception in the past year. The cost factor has been strengthened due to the current economic turbulence, while consumers were increasingly fond of more sustainable products as the issue of global warming comes to the forefront of consumer minds.
In the food sector, Nestlé claimed top spot (13th overall); with 7-Eleven the third most popular retail brand (after Nike and Adidas). Coca-Cola came out on top in the beverage sector, while Starbucks (14th) and Nescafé (19th) were the other food and beverage industry representatives in the top 20.
Guy Hearn, Director, Client Services and Insight, TNS Hong Kong & Singapore believes the success of brands is largely based on understanding and meeting consumer needs. “These rankings are a key indicator of the success with which these brands continue to lead in understanding, engaging and meeting the needs of Asian consumers,” he said.