This case study was consolidated in September 2016
Brand Asia was a survey project initiated from 2012 by Nikkei BP, the renown Japanese company specializing in consulting and marketing solutions, in coordination with several prestigious research firms in Asia. The project aims to evaluate the overall strength, visual trends, customer perception and other influential factors on a list of largest brands in selected Asian countries.
In 2012, the survey was conducted in 21 major cities from 8 Asian countries, collecting opinion about 100 brands in each nation, which consisted of 60 global and 40 local brands, except for the case of China with total of 60 brands only. To 2015, the survey’s scope was expanded to cover 31 cities of 11 countries around Asia (with Malaysia, the Philippines and Turkey being added) and 120 brands for each country.
To ensure the objectivity of the findings, the survey was scattered out to both male and female respondents, aged from 20 to 59. The fieldwork combined 3 different methods, which were Street Catch, Telephone and Internet Survey in order to complete the target sample under designed schedule.
In Vietnam, B&Company was entrusted by Nikkei BP’ to carry out the survey in both 2012 and 2015 in Ha Noi and Ho Chi Minh city (in 2015, 984 responses were collected in the 2 cities via Street Catch and Internet Survey). This result helped contributing to the final conclusion of the big project, as well as to providing cross-region comparative analysis and detailed evaluation on global/local brands.