Sulwhasoo has topped the charts as Southeast Asia's most loved brand. According to the Brand Love report by Talkwalker and Hootsuite, the beauty and cosmetics brand has "near-universal positive engagement", and has been successful in its influencer marketing strategies.
The scores for the ranking were derived from analysing over 2.6 billion conversations from social media, news, blogs, and reviews, to identify the brands consumers really care about.
Meanwhile, Yves Rocher's respect for nature and its communities earned the global cosmetics brand the second spot for most loved brands, followed by Midea. Additionally, Asian brands such as NetEase, UNIQLO, Jollibee and DBS Bank made the top 10 list. Other brands that made the list include AIA, Emirates and Nescafé.
Additionally, the report unveiled that globally, beauty and fashion brands score highest on average (22.4%), making up about a third of the world's top 50 loved brands. This is followed by household goods (16.3%) and food and beverage. Notably, all 50 brands focused on environmental, social or economic sustainability.
As consumer behaviour continues to evolve, many brands experience a gap between themselves and their consumers, something they often find hard to quantify and hard to fix. However, loved brands, with the leading-edge in customer-centricity, grow nearly three times faster than the industry average.
Brands that want to become loved should create value-driven products with a concrete environmental or social benefit, often through crowdsourcing feedback, and implement workplace wellbeing efforts and strong, outspoken DEI communications, the report said.
Brands should also focus on building emotional digital experiences with a convenience factor and a human approach, as well as on using new technologies to wow customers with personalised experiences and products. At the same time, brands can create love by using social listening to monitor and address negative sentiment, embrace UGC to show customers that they are trusted too, and choosing the best social channels for their objectives.
Photo courtesy: 123RF
Study: Brand trust dips with fraudsters impersonation scam texts and calls
Study: What's most crucial for Asian buyers when it comes to brand trust?
Top 5 most valuable brands in SEA
UNIQLO and adidas top SEA charts as best fashion retailers, says YouGov
Get the daily lowdown on Asia's top marketing stories.
We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.subscribe now open in new window