If you look back through the past 11 years of Campaign Asia-Pacific's Top Brands study, you can track Samsung's journey to the top of the list.
The company has clearly made strong inroads with Asia's consumers and with the growing importance of the region as a primary world market, maintaining a strong top-of-mind position here holds considerable importance from a business perspective.
Anchored On Brand Investment
Samsung’s journey in becoming Asia’s most trusted brand is the result of its concerted effort to meet the needs of consumers in the region.
Over the past several years, the brand has focused on five anchor pillars that contribute towards enhancing trust and awareness within Asia.
They include continuous product innovation, deep consumer understanding, engaging consumers through their passions, direct consumer interaction across multiple touch points and community engagement through corporate citizenship.
1. Continuous Product Innovation
Samsung Electronics is dedicated to product innovation that improves the lives of people around the world. Recent innovations include:
· The world’s first Curved Ultra-HD TV that delivers the ultimate immersive viewing experience though unparalleled picture quality
· The Food ShowCase refrigerator, the latest kitchen innovation from Samsung that provides optimum use of space and organization to help make family life easier
· The Galaxy S5, which combines an iconic design with essential and useful features including an advanced camera, fast network connectivity, dedicated fitness tools and enhanced device protection features
· The Galaxy Tab S, Samsung’s thinnest and lightest tablet to date, which features Super AMOLED – the most advanced mobile display technology in the market, along with a full range of premium content.
2. People Inspired Innovation through Deep Consumer Understanding
Samsung’s products are rooted in deep consumer understanding, as R&D is at the heart of everything it does. Samsung’s R&D network today features six centers in Korea, along with 18 more across the U.S., U.K., Russia, Israel, India, Japan and China.
Samsung Design Centers across the world provide insights and form the cornerstone of the total design solutions of some of Samsung’s most advanced products. This satisfies both the aesthetic and functional needs of today’s marketplace.
In addition, Samsung’s Product Innovation Team (PIT) focuses on developing production and solution concepts using consumer insights, market-driven technologies and innovation for commercialization. PIT works directly with product planning groups for each business unit to ensure that it matches the product to what consumers want most.
3. Passion Point Marketing
Samsung also engages with consumers to do what they love – in areas such as sports and music.
With the belief that sports promote team spirit and cooperation amongst individuals, companies and nations, Samsung has been an avid supporter of many global and regional sporting events such as the Olympics, Asian Games, South-East Asian Games, Paralympics and Youth Olympics.
Samsung also helps consumers access their favorite music. Through the years, the brand has brought many popular music artists and bands such as BIGBANG and Girls’ Generation to the Southeast Asia region, much to their fans’ delight.
4. Direct Consumer Engagement across Multiple Touchpoints
In today’s connected world, Samsung enjoys high-level, direct engagement with consumers across various touchpoints, including its retail stores, Samsung.com, and social media channels like Facebook and Twitter.
Samsung Experience Stores are extremely popular with current and potential users who want to engage with the brand. These retail stores provide visitors with an immersive experience of Samsung’s extensive mobile offerings, along with hands-on product demonstrations under the care of trained Samsung Ambassadors.
Samsung also connects with consumers through social media channels, such as Facebook and Twitter, where users and fans can come together to share product experiences, tips or get the latest news and updates.
In addition, the company also engages with its users through the mobile platform using apps, such as Galaxy Life, which offers users access to a community, where they can receive curated, exclusive content optimized for their Samsung mobile devices.
5. Community Engagement through Citizenship Initiatives
Samsung is committed to creating a better future for people and bringing about positive change in communities through its citizenship programs, such as Samsung Smart Schools, Solve for, SONO Schools and Tech Institutes.
These initiatives aim to touch and improve people’s lives across different aspects including social welfare, arts and culture, volunteer work, academics and education, and environmental protection.
Asia’s Top 1000 Brands aggregates data from an online survey developed by Campaign Asia-Pacific and global information and insights provider Nielsen. The study explores consumer attitudes in 13 markets: Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, the Philippines, Singapore, South Korea, Taiwan, Thailand and Vietnam.
Research relies on a total of 400 respondents in each market, except India and China where participants number 800 and 1,200 respectively. To be representative of market populations, survey quotas target age, gender and monthly household income.
The study encompassed 14 major categories (alcohol, financial services, automotive, retail, restaurants, food, beverage, consumer electronics, computer hardware, computer software, courier services, media and telecommunications, travel and leisure, and household and personal care) and 73 sub-categories.