Hong Kong’s two leading convenience stores are ranked as Hong Kong consumer’s most favourite brands according to the latest brand survey from Superbrands which was conducted by The Nielsen Company.
The latest findings from Superbrands identified over 500 of Hong Kong consumer’s favourite brands across 93 categories of consumer products and services.
The brands were then ranked according to the greatest number of consumers identifying the brand as their favourite.
Leading the pack in the number one spot was 7 Eleven, closely followed by Circle K with the electrical giant Sony making up the top three. Cathay Pacific was the highest ranked home grown brand in seventh place.
In total, only two Hong Kong brands made it into the top 10, the second being local broadcaster TVB, with all the other places being taken by some of the world’s biggest and well known international brands.
“The overall results are extremely interesting and reflect brand popularity with Hong Kong consumers. Some very big brand names in Hong Kong which one might have expected to appear in the Superbrands top 10 did not make it onto this year’s list, while some brands made a surprising entry directly into the top tier,” commented Mark Pointer, CEO of Superbrands Hong Kong.
“It’s also interesting to note the relative positions of brands that compete within the same category such as 7 Eleven and Circle K. The survey was conducted just over a month ago and hence represents a very current finger on the pulse of Hong Kong consumers’ and their predisposition towards brands and brand choice” added Pointer.
In addition to revealing Hong Kong’s favourite brands, the study also looked at which brands dominated their category by achieving more than double the number of votes from consumers than their next nearest competitor.
While a number of brands achieved this, two brands in particular stood out, Cathay Pacific and Coca Cola who also made it onto the top 10 list.
This survey was also conducted at the same time in Singapore and Malaysia and the results produced some intriguing similarities and differences. Only Colgate and Sony managed to achieve top 10 ranking in all three markets. In the case of Sony, it emerged in the top five list on each occasion.
Google, Yahoo and 7 Eleven all managed to achieve top 10 placing in two of the three markets surveyed, while all other brands only appeared once.
“In this time of economic uncertainties, it is even more crucial to have strong brands to retain customer loyalty and sustain business growth. Brands with the greatest equity are more likely to tide over the tough times as customers are willing to pay higher prices for products which they have established a closer relationship with,” said Fanny Chan, Managing Director, The Nielsen Company Hong Kong.
Singapore’s home grown brands had the most success with four achieving a top 10 rank amongst local consumers, whereas in Hong Kong, only Cathay Pacific and the broadcaster TVB managed to do the same.
“Comparing the results across markets produces fascinating insights into the status of brands internationally. Some brands, such as SingTel will only ever be a Superbrand in its home market due to the nature of the business, whereas brands such as Colgate and Sony have achieved broad based consumer appeal and are able to transcend boarders and become today’s international Superbrands,” concluded Pointer.
Top 10 Favourite Brands 2009 Ranking Hong Kong Singapore Malaysia
1. 7Eleven Colgate 100 Plus
2. Circle K Google Sony
3. Sony Starhub Google
4. Coca Cola NTUC Fairprice Maggi
5. Starbucks Sony Panosonic
6. Yahoo! SingTel Shell
7. Cathay Pacific Yahoo! Gardenia
8. Colgate Straits Times Colgate
9. Nike 7 Eleven ICI Dulux
10. TVB Hong Kong Nippon Paint Honda
About the Superbrands Survey
The Superbrands survey was conducted on-line and consisted of a panel in Hong Kong of 1,500 consumers. The panel was weighted by age and gender to reflect the profile of Hong Kong’s adult population.
Consumers were asked to identify their favourite brands in each of the 93 categories and brand name responses were unprompted. The research took place between 14th January and 4th February 2009.
Established in 1994 and managed by independent companies, Superbrands is the world's leading international brand marketing and promotional programme that celebrates the best and most valued brands in more than 80 countries.
Participation in Superbrands is by invitation only, which is extended to brands that have been identified as being the best in their category via independent research. All brands participating in Superbrands must be able to demonstrate the four key brand attributes of Quality, Reliability, Trust and Distinction.
For more information, please visit www.superbrands.com/hk
Hong Kong - April 2009