Region would not care if half of the brands in Asia ceased to exist, survey finds

Havas Media APAC boss Vishnu Mohan:

Havas Media APAC boss Vishnu Mohan: “Asians are more positive towards brands”

Most consumers in Asia Pacific’s most important markets would not care if half of the region’s brands ceased to exist, a survey by a media agency has shown.

However, people in China, India, Indonesia and Japan care more about brands than the global average, according to the study by Havas Media.

Seventy-three per cent of people globally would not care if brands disappeared tomorrow.

People’s relationship with brands is stronger in APAC with 39 per cent agreeing that brands improve their lives. This compares with a global average of 20 per cent and just 5 per cent and 9 per cent in the UK and US, respectively.

What people expect of brands is higher in Asia than in the West, according to the survey.

In India and China, 61 per cent and 68 per recent of people trust brands. This figure was just 46 per cent in Japan and 53 per cent Indonesia.

Many Asians think that big corporates should be actively involved in solving social and environmental problems, with 71 per cent of people in Indonesia, 75 per cent in China, 82 per cent in India and 63 per cent in Japan agree that.

When asked if brands can play a role in improving their quality of life and well-being, 67 per cent of people in India, 66 per cent in China and 62 per cent in Indonesia said yes. But only 37 per cent of people in Japan agreed.

The APAC study covered 10,000 people and 87 brands in China, India, Indonesia and Japan.

Vishnu Mohan, CEO of Havas Media Group, Asia Pacific said: “The survey is especially pertinent for Asia Pacific – commonly predicted to be the new birth place of the next generation of global brands. Unlike Europe and the US, more people in Asia Pacific believe that brands are playing a role in improving their well-being.”

“They are also more positive towards brands in general. Brands in APAC have more to gain by reinventing themselves so that they are more focused on the creation of positive and tangible value,” he said.

The survey measured the most “meaningful” brands in Asia in terms of the well-being they provide for consumers such as health, happiness, financial, relationships and community. Local brands dominated the survey.

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