Branding in Asia of utmost importance, Grey

Singapore - Branding will become one of the most significant drivers of sustainable value in Asia Pacific by 2010, according to a Grey Group study ‘Eye on Asia’ that looks at the hopes and dreams of people in 16 countries across the Asia Pacific.

Eye results show branding and communications can accelerate business. 72 % of Asians believe marketers are doing a good job, rising to over 80% in Thailand and nearly 90% in Bangladesh. Also, 54% of Asians trust advertising they see in sharp contrast to 65% of Westerners who do not. In addition, nearly 80% of Asians believe there should be more regulations and limitations on what is communicated. The figure rises to over 95% in China and Bangladesh, where mistrust is high. (Comparable figures in the West average only 68%)

On average, 70% of Asians like their domestic brands. This rises to 94% in Bangladesh but is only 46% amongst Japanese. Western brands appeal to 77% of Vietnamese but only to 41% of Asians. Global knowledge is useful but it is local know-how that is critical.

Chris Beaumont, architect of Eye on Asia and president & CEO of Grey Group Japan said, “Eye on Asia serves to reinforce that Asia is an extremely dynamic and diverse continent and some of the normal stereotypes and assumptions that are made about lifestyle, aspirations and value systems need to be re-examined. Our way forward is about seeing through the attitudes into the big patterns that will shape consumers’ thinking and behaviour, and ultimately, how it will impact branding and communication efforts.”

An annual predictor of trends, Eye’s aim is to get closer to the peoples of Asia, understanding what they want from life by exploring a wide range of topics including attitudes about work, family, finances, the environment, and their value systems.

The 2008 study surveyed 16 countries including Singapore, Australia, Japan, China, Hong Kong, Indonesia, the Philippines, India, New Zealand, Thailand, Korea, Taiwan, Malaysia, Vietnam, Sri Lanka and Bangladesh. In addition, the quantitative survey has been replicated in the US, UK, France and Germany to further add to the benchmark comparisons for Eye on Asia.

500 respondents from each of the 16 countries participated in this research.

More results in Marketing’s upcoming March 2008 edition.