Australia’s most popular 100 brands
TNS has released a list of Australia’s top 100 brands. The results are based on interviews with consumers aged 15 to 64, who were asked to list their favourite brands between February and April this year. Sony is top. Bing is the biggest climber. Uncle Toby is the furthest faller.
The brand’s 2010 rank appears first. Then its 2011 rank. Then its year-on-year change in ranking.
1 1 Sony 0
2 2 LG 0
4 3 Apple 1
3 4 Coles -1
5 5 Panasonic 0
7 6 Canon 1
10 7 Virgin 3
6 8 Samsung -2
9 9 Cadbury 0
14 10 Colgate 4
(Update: After Mumbrella invited TNS to comment on criticism of the methodology expressed in the comment thread below, the company stated that it wished to remove most of the top 100 list from this posting, asserting its copyright on the information.)
Source: Campaign Asia-Pacific/TNS
Update: TNS Australia contacted Mumbrella, and made the following disclaimer about the findings:
This study was a simple assessment of top-of-mind reaction to the question “which brand do you consider to be the best in this category?”. The questioning only asked for brands that people were spontaneously aware of and should be viewed as an indication of favoured brands that were top of mind for consumers at the time of study, not an indication of brand popularity, which is built from measures of trust, reputation, quality and other metrics that do not build into a consumer’s consideration of “best brands” without prompting.
At TNS we employ various ways to understand how consumers feel about brands and appreciate that the measurement of brand strength is a complex matter, and is often a multi-faceted understanding of engagement with brands.
This particular study was conducted for Campaign Asia magazine by TNS’ Hong Kong office for media purposes, not as a tool for brands to evaluate their strength or popularity.
As such results of the study have not been released in Australia, unless they have been re-published from the story in Campaign Asia.
How is this done?? Yahoo above Ford? Sony above Apple? No Facebook.
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Logic: Facebook #12 … though agree. Would love to know the finer details. There sure are more trusted sources out there than this.
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thanks Hammertime. My bad.
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I’m sorry, but MYSPACE at number 96, up 57 places from last year? Are you kidding me?
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This is Tiger Airways last time in the top 100!
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Reading through their ‘methodology’ – it’s not hard to see why so many brands here appear to be in an incorrect order.
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They forgot to add facebook. It’s an entirely fictitious exercise.
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No beer brands = bullshit study.
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am surprised to see Sony up there considering all of the hacker controversy.
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These results are flat-out WEIRD. I wouldn’t trust ’em for nuthin’!
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As a consumer study it’s up there with product of the year for validity
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on beer brands, not sure it is a methodology issue. just had a quick look at some of other markets and beer brands do well (Thailand, Malaysia). Just not Australia?
But yes, some apparent flaws in this ranking
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where is MacArthurs Mutterings on this list….
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No Harvey Norman…
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LG?
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This brand ranking appears to be from 2006.
Nothing in here reflects numerous other (more trusted) brand rankings.
TNS are used to be good. What happened?
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I can’t wait to see where Tiger Airways places next year…..
Simon
http://www.TwoCentsGroup.com.au
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Ah – just re-read. It’s across APAC.
What an utterly pointless piece of research.
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Honestly can’t see the purpose of any of this.
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Just revisited to see TNS basically admitting that it’s PR guff.
Why would a credible research organisation spruik a fluff piece of research? Idiots.
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Another stupid list for the sake of another stupid list. PR driven. Don’t think too many dairy farmers would have voted Coles into No 4.
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