updated 01:48 am EDT, Fri July 6, 2012
Apple now number two, up from sixth last year
The rivalry between Apple and Samsung has spilled over into another arena as Apple climbed four places to come out second to Samsung in a poll ranking the top brands in Asia, a growing market of importance for both companies. Moving ahead of Sony and Panasonic, Apple moved into second place behind Samsung, traditionally a favorite in the region due to its South Korean origins. Apple's sales in the region have more than doubled since last year.
The study, done annually for Campaign Asia-Pacific magazine, queried 4,800 people in the region to gain its answers, reports AppleInsider. The survey quizzed users on 14 product and service categories (with 73 sub-categories) and weighted the results by age, gender and income. Trends revealed by the weightings showed that luxury brands were beginning to move up the ranks again, a promising economic sign. Also apparent was a greater interest in global brands over local brands, with fewer Chinese brands in the top 20 this year (three) compared to last year (eight), though brands local to Japan and South Korea continued to do well.
The top five reflected the volatility of consumer electronics rankings in the region, with Samsung having displaced Sony from the top spot (now down to third place, and Apple and fifth-place brand Nestle (the only non-electronics purveyor in the top five) debuting in their positions. Samsung, in addition to capturing the top spot overall, also came in first in South Korea, Hong Kong, Malaysia, Thailand and Indonesia.
Apple's position reflects the rapidly-growing importance of the Chinese and Asia-Pacific market to the company. Chinese sales have increased 500 percent for Apple versus a year ago, and now makes up more than 20 percent of the company's entire revenue by itself, second only to the US in terms of country importance. The other APAC and Japanese markets also doubled for Apple compared to a year ago.
Globally, Apple has done even better as a brand with consumers: retail analysis firm Millward Brown called the iPhone the world's top brand name in May, with a valuation of $183 billion or about one-third of Apple's total market cap. Interbrands ranked Apple as the number eight brand globally across all categories. [via AppleInsider]