ブランドアジア – 主要ブランドの包括的な評価

このケーススタディは2016年9月に統合されました

プロジェクトの背景

ブランド アジアは、コンサルティングとマーケティング ソリューションを専門とする有名な日本企業である日経 BP が、アジアのいくつかの有名な調査会社と連携して 2012 年から開始した調査プロジェクトです。このプロジェクトの目的は、選ばれたアジア諸国における最大手ブランドのリストについて、全体的な強み、視覚的な傾向、顧客の認識、その他の影響力のある要因を評価することです。

2012年には、アジア8カ国21の主要都市で調査を実施し、各国100ブランド（グローバルブランド60、ローカルブランド40）に関する意見を収集した。中国は合計60ブランドのみだった。2015年には、調査範囲がアジア11カ国31都市（マレーシア、フィリピン、トルコを追加）に拡大され、各国120ブランドが調査対象となった。

調査結果の客観性を確保するため、調査は20歳から59歳までの男性と女性の回答者の両方に分散して実施されました。現地調査では、計画されたスケジュール内で対象サンプルを完了するために、街頭調査、電話調査、インターネット調査の3つの異なる方法を組み合わせました。

ベトナムでは、日経BP社の委託を受け、2012年と2015年にハノイ市とホーチミン市で調査を実施しました（2015年には、街頭調査とインターネット調査を通じて、2都市で984件の回答が集まりました）。この結果は、大規模プロジェクトの最終結論に貢献しただけでなく、地域間の比較分析やグローバルブランドとローカルブランドの詳細な評価にも役立ちました。

クライアント ： 日経BPコンサルティング株式会社（日経BP）
タイプ ： 市場調査、ブランドヘルスチェック
業界： 通信、電子機器、食品・飲料、小売、自動車メーカー、インターネットベース、食品、家電、金融、レストラン、FMCG、航空会社
時間： 2012年と2015年
範囲： 中国、インド、インドネシア、日本、マレーシア、フィリピン、韓国、台湾、タイ、トルコ、ベトナム

Challenges

From the design stage, a thorough metrics had to be established to determine key industries, major brands and surveyed cities for each country. Evidently, the realistic situation would vary case by case, in which selected brands and cities should represent the typical trends of the nation at that time. As a result, it turned out that some country candidates were nominated with a higher or lower number of brands and uneven sample size accordingly. However, this unbalance was inevitable and must be compromised with. The same attempts were put to best identify 10 core industries to be focused on in each year. In 2012, the categories were FMCG, Food, IT/Household Appliances, Automobile, Retail, Finance, Internet-based, Media, Restaurant, Sport-related products, while there were some minor changes in the 2015 package, of which the reclassification included Telecom, Electronic, Drink, Retail, Automaker, Internet-based, Food, Home Appliance, Finance, Restaurant, FMCG and Airline. Those adjustments were essential to reflect the changes of context.

Running the project year after year on a wide geographical area created a number of difficulties in management and implementation. It led to the needs for a strict cooperation between Nikkei BP and research agencies in each nation, in order to conduct and monitor the collection simultaneously at the highest efficiency and quality. Consistency and timeline were prioritized, which required a consolidated method to be applied among all partners.

Solutions

To overcome aforementioned organizational issues, B&Company along with other executing firms proactively joined with Nikkei BP from planning to deployment, including identifying survey targets, running interviews, data analysis and making country report. The specialization assignment by country was the key to keep each local research advancing under schedule as well as to facilitate the whole progress.

At the same time, the analysis was carried out using a united method from “Brand Japan”, which was known as the largest brand evaluation model in Japan. In Brand Asia project, the brand image was constituted of 4 main factors (Friendly, Convenient, Innovative, Outstanding) which were then broken down into 15 specific items. Thanks to that, all analysis teams in each country could follow the same framework to maintain a common conformation while saving much time to make comparison between different groups, industries or brands.

Results

  • Overall findings

The 2015 findings from total 11 countries showed an interesting insight, as the group of developed countries received more awareness in almost all industries compared to developing ones. However, the gap was narrow to insignificant. The analytics could point out that only 2 industries witnessed the big difference: While Finance brands were 27% more highly recognized in developed countries, Retail brands got 16% ahead in awareness in developing regions. Sport-related, Internet and Restaurant were 3 brand sectors reaching the best results in awareness evaluation and overall performance score. After taking measurements, television continued being the most effective marketing channel. In particular, it was ranked 1st among most popular medias in 7 countries, and came in 2nd in the other 4. Website was another influential source for consumers to rely on, while information gathered directly at stores/from sales staffs was especially common in Thailand and Vietnam.

  • Vietnam result

More profound findings on Vietnam case were presented by B&Company through Brand Asia Vietnam report. Although Vietnam results indicated somewhat lower level of brand awareness in general compared to its counterparts in the regions, there were some noteworthy findings. Interestingly, the awareness of Finance brands in Vietnam was even higher than in developed countries. Telecom maintained the 1st position for both awareness ratio and the total score.

The year 2014 had seen Vinamilk, the Vietnamese market leader in dairy product manufacturing, joining in TOP 3 in the overall score, together with 2 global giants which were Honda and Google. Other local representatives from F&B industry (Highlands, Trung Nguyen, Kinh Do, Vissans), Telecom (Viettel, MobiFone, VNPT) or Finance (Vietcombank, Bao Viet) also got positive marks and were widely recognized by consumers. However, local brands could not make a breakthrough in high-tech industries such as Electronic, Home Appliances or Automaker, as international suppliers like Google, Apple, Honda, Sony, Samsung, Hyundai, Toyota… still dominated the market.

From B&Company ‘s perspective, the survey result indicated that Vietnamese local enterprises had put more effort in branding and marketing. As the consequence, they could gain more attraction among domestic consumers. Specific figures illustrated that Vietnamese brands often received high evaluation for being “Friendly” and “Convenient”.

However, when it came to competitiveness, Vietnamese companies should consider more about “Innovative” and “Outstanding” aspect when making a positioning strategy. Representatives from B&Company reaffirmed it was crucial to establish and develop a high-quality, synchronizable ecosystem with more added-value while enhancing uniqueness in products/services. That was the way for local brands to imprint their image in consumers’ perception, in the context Vietnam had joined WTO and more ferocious competition from foreign rivals.

このプロジェクトの結果の詳細については、こちらをご覧ください。 リンク.

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