2018-2022 Report: Launch in Jan 2022
BUT FIRST... WHAT WERE THE MAIN RESULTS IN 2017?
This August, ASB will launch a new All-ASEAN brands report. It will be the follow-up from last year’s, when we introduced the study into the social media presence of brands across the ASEAN region. Before announcing the new results, we like to briefly revisit the three main results of 2017.
Using Facebook engagement as a measure of strength of brands, we listed the top 100 brands in six largest ASEAN economies, namely Malaysia, Singapore, Indonesia, Thailand, Philippines and Vietnam.
Result 1: 435 > 269 > 12
Sifting through the brands, we identified 435 unique brands that occupy the social brand space in ASEAN. Out of these, we found that 269 brands (62%) are Homegrown ASEAN brands: 35 Malaysian, 30 Singaporean, 33 Indonesian, 58 Thai, 45 Filipino and 68 Vietnamese. Another interesting observation was that there were 12 homegrown ASEAN brands that gained popularity another ASEAN market.
Furthermore, 168 international brands from outside ASEAN had also been successful the social brand space in ASEAN. Most of them come from North America (59), followed by Europe (56), the rest of Asia (40) and others (22).
Result 2: 7 All-ASEAN Brands
We identified seven “All-ASEAN brands”—global brands that succeeded in occupying ranking in all six largest ASEAN countries. They were Zalora, Lazada, Adidas, Samsung, Coca-Cola, KFC and Pizza Hut.
In addition, we learnt about a considerable variation in the openness of countries based on the make-up of global versus home-grown brands. Singapore with 74% global brands is the most open ASEAN economy, while Thailand and Vietnam had more local brands compared to global brands.
Result 3: The three ASEAN-F’s: Food, Fashion Phones
Another key objective of our study was to identify the shared interests of ASEAN consumers in different product categories:
The popularity of the categories varied across countries, but there were three common categories in all ASEAN-6 countries—Food, Fashion and Phones. Food was the most popular—number one category in Singapore, Indonesia, Thailand and the Philippines. The biggest food lovers are Thai—31% of the top 100 brands are food-related. In Malaysia, there’s equal prominence for food and fashion. The only country among the six ASEAN countries where food doesn’t come first is Vietnam, where there was more preference for fashion.
The popular food brands in ASEAN were Kentucky Fried Chicken (KFC), Pizza Hut and Coca-Cola. The leading fashion brands that occupy social brand space in ASEAN were Zalora, Lazada and Adidas. The leading phone (consumer electronics) brands in ASEAN were Samsung and Huawei.
Each country has something unique, and brands that inspire other ASEAN neighbors. The Malaysian brands that are popular in ASEAN brand social space include low-cost carrier Air Asia and banking brand CIMB. The most popular Singaporean brand in ASEAN was Tiger Beer.
What will have changed for All-ASEAN brands for 2018?
• Have Home-grown brands grown their popularity at home and abroad in ASEAN?
• Has the leading group of ALL-ASEAN brands grown and changed composition? Who are the winners? Who are the losers?
• Are the 3 F’s of ASEAN still the main themes and categories? Or have new themes emerged?
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