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.


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