Brand Authenticity Most Important to Consumers in Asia

A global study by Colf & Wolfe has shown that consumers in Asia are more inclined to brands are more authentic, honest and open. The survey covered more than 15,000 consumers in 15 markets, 5 of which are in Asia – India, Singapore, China, Hong Kong and Indonesia.

Colf & Wolfe’s 2017 Authentic Brands Study provided an insight look at how major brands are perceived with areas such as whether or not a brand “takes responsibility for their actions”, “uphold high values” and “are open and honest” being called into question.

Compared to their counterparts in Europe and the US, Asian consumers are more particular about brands being reliable and true. For example, in China, 43% of consumers feel that most major brands are “open and honest” while only 5% of Swedish consumers felt this way. The global average is 22%. Majority of Asian consumers also feel that brands “take full responsibility for their actions” with China leading the pack at 49%, Indonesia at 39% and India at 38%. These numbers outweigh the global average of 25%.

Why is consumer faith in brand authenticity so important? Well, if brands take the effort to increase consumers’ trust in them, their purchase intent will be high. For instance, 68% of consumers in China and 67% of Indian consumers showed higher purchase intent for brands that they believe are more authentic.

The study also found that Google is the most rated highly brand in Asia with regards to brand authenticity, clinching the top spot in India and Hong Kong, and coming in second in Indonesia and third in Singapore.

Meanwhile, consumers in Singapore have knocked local brand, Singapore Airlines, off its former top spot down to fourth. Taking the national air carrier’s place is Apple, followed by DBS in second and Google rounding out the top 3 most highly regarded brands in Singapore.

Top 10 Authentic Brands in Asia

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