Warc, 8 August 2013
SINGAPORE: Asia-Pacific has emerged as the region where
consumers record the strongest relationship with brands, indicating a growing
gap between developed and emerging markets, a new study has revealed.
The 'Meaningful Brands' report from Havas Media found 53% of
people in the region agreed that brands improved their quality of life compared
to just 28% and 29% in Western Europe and the US respectively.
In India and China, 61% and 68% of people trust brands,
although Japanese and Indonesian respondents registered significantly lower
scores of 46% and 53%.
The research, which covered 134k consumers and 700 brands in
23 countries, also found large majorities in China, India, Japan and Indonesia
agreed that companies should be actively involved in solving social and
environmental problems.
This reinforces research earlier this week from Nielsen that
found a high proportion of consumers in Asia-Pacific are willing to pay more
for goods and services from companies engaged in corporate social responsibility.
However, consumers in developed markets appeared to be
strongly disconnected from believing that brands make a positive difference to
their wellbeing.
Respondents in Europe and the US said they would not care if
92% of brands disappeared compared to 49% quoted by their Asian counterparts.
Vishnu Mohan, CEO of Havas Media Asia-Pacific, said the
analysis was pertinent for Asia-Pacific because the region is predicted to be
the new birthplace of the next generation of global brands.
He said: "Unlike Europe and the US, more people in
Asia-Pacific believe that brands are playing a role in improving their
well-being. They are also more positive towards brands in general. Brands in
APAC have more to gain by reinventing themselves so that they are more focused
on the creation of positive and tangible value."
In other findings, China was the only country where
technology brands figured prominently and website Taobao was ranked the top
meaningful brand.
Automotive brands were the best valued in Indonesia, followed
by finance and insurance, while local brands dominated in Japan apart from the
top brand, Procter & Gamble.
The Life Insurance Corporation and food producers Britannia
and Cadbury were rated the top three brands in India.
Data sourced from Havas Media, Campaign Asia; additional
content by Warc staff
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