브랜드 아시아 - 주요 브랜드에 대한 포괄적 평가

이 사례 연구는 2016년 9월에 통합되었습니다.

프로젝트 배경

Brand Asia는 컨설팅 및 마케팅 솔루션을 전문으로 하는 유명한 일본 기업인 Nikkei BP가 아시아의 여러 유명 연구 회사와 협력하여 2012년에 시작한 설문 조사 프로젝트입니다. 이 프로젝트는 선택된 아시아 국가의 가장 큰 브랜드 목록에서 전반적인 강점, 시각적 추세, 고객 인식 및 기타 영향력 있는 요소를 평가하는 것을 목표로 합니다.

2012년에는 아시아 8개국 21개 주요 도시에서 설문조사를 실시하여 각 국가별 100개 브랜드에 대한 의견을 수집하였는데, 이는 글로벌 브랜드 60개와 로컬 브랜드 40개로 구성되었으며, 중국만 총 60개 브랜드로 구성되었습니다. 2015년에는 설문조사 범위를 아시아 11개국(말레이시아, 필리핀, 터키 추가) 31개 도시로 확대하여 각 국가별로 120개 브랜드를 조사하였습니다.

결과의 객관성을 확보하기 위해 설문조사는 20~59세의 남성과 여성 응답자를 대상으로 분산되었습니다. 현장 조사는 설계된 일정에 따라 대상 표본을 완성하기 위해 거리 조사, 전화 조사, 인터넷 조사의 3가지 방법을 결합했습니다.

베트남에서 B&Company는 2012년과 2015년에 하노이와 호치민시에서 Nikkei BP의 위탁을 받아 설문 조사를 실시했습니다(2015년에는 Street Catch와 Internet Survey를 통해 두 도시에서 984개의 응답이 수집되었습니다). 이 결과는 대규모 프로젝트의 최종 결론에 기여하고, 글로벌/로컬 브랜드에 대한 지역 간 비교 분석과 자세한 평가를 제공하는 데 도움이 되었습니다.

고객 : 닛케이 비즈니스 퍼블리케이션 컨설팅 주식회사(Nikkei BP)
유형 : 시장조사, 브랜드 건강 검진
산업: 통신, 전자, F&B, 소매, 자동차 제조업체, 인터넷 기반, 식품, 가전제품, 금융, 레스토랑, FMCG 및 항공사
시간: 2012년과 2015년
범위: 중국, 인도, 인도네시아, 일본, 말레이시아, 필리핀, 한국, 대만, 태국, 터키, 베트남

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.

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